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HomeMy WebLinkAboutA4917 - BUXTON - RETAIL STUDY DOWNTOWN DEMOGRAPHIC PSYCHOGRAPHICS Buxton Company Retail Potential Analysis AGREEMENT#4917 MO 7514, 7-7-04 CONTRACT SERVICES AGREEMENT FOR RETAIL TRADE AREA DETERMINATION AND RETAIL SITE SELECTION AND TENANT ANALYSIS FOR DOWNTOWN PALM SPRINGS THIS CONTRACT SERVICES AGREEMENT (herein "Agreement"), is made and entered into this 3/Aday of , , 2004, by and between the CITY OF PALM SPRINGS, (herein "City," a munt ipal orporation) and the Buxton Company, a Texas corporation (herein "Contractor"). The parties hereto agree as follows: 1.0 SERVICES OF CONTRACTOR 1.1 Scope of Services. In compliance with all terms and conditions of this Agreement, the Contractor shall provide those services specified in the "Scope of Services" attached hereto as Exhibit "A" and incorporated herein by this reference, which services may be referred to herein as the "services"or"work"hereunder. Contractor warrants that all services will be performed in a competent, professional and satisfactory manner in accordance with the standards prevalent in the industry, and all materials will be of good quality,fit for the purpose intended. 1.2 Contractor's Proposal. The Scope of Services shall include the Contractor's proposal or bid which shall be incorporated herein by this reference as though fully set forth herein. In the event of any inconsistency between the terms of such proposal and this Agreement,the terms of this Agreement shall govern. 1.3 Compliance with Law. All services rendered hereunder shall be provided in accordance with all ordinances, resolutions, statutes, rules, and regulations of the City and any Federal, State or local governmental City having jurisdiction in effect at the time service is rendered. 1.4 Licenses, Permits. Fees and Assessments. Contractor shall obtain at its sole cost and expense such licenses, permits and approvals as may be required by law for the performance of the services required by this Agreement, Contractor shall have the sole obligation to pay for any fees, assessments and taxes, plus applicable penalties and interest, which may be imposed by law and arise from or are necessary for the Contractor's performance of the services required by this Agreement, and shall indemnify, defend and hold harmless City against any such fees, assessments, taxes penalties or interest levied, assessed or imposed against City hereunder. 1.5 Familiarity with Work. By executing this Contract, Contractor warrants that Contractor (a) has thoroughly investigated and considered the scope of services to be performed, (b) has carefully considered how the services should be performed, and (c) fully understands the facilities, difficulties and restrictions attending performance of the services under this Agreement. If the services involve work upon any site, Contractor warrants that Contractor has or will investigate the site and is or will be fully acquainted with the conditions there existing, prior to commencement of services hereunder. Should the Contractor discover any latent or unknown conditions, which will materially affect the performance of the services hereunder, Contractor shall immediately inform the City of such fact and shall not proceed except at Contractor's risk until written instructions are received from the Contract Officer. 1.6 Care of Work. The Contractor shall adopt reasonable methods during the life of the Agreement to furnish continuous protection to the work, and the equipment, materials, papers, documents, plans, studies and/or other components thereof to prevent losses or damages, and shall be responsible for all such damages, to persons or property, until acceptance of the work by City, 1 except such losses or damages as may be caused by City's own negligence. 1.7 Further Responsibilities of Parties. Both parties agree to use reasonable care and diligence to perform their respective obligations under this Agreement. Both parties agree to act in good faith to execute all instruments, prepare all documents and take all actions as may be reasonably necessary to carry out the purposes of this Agreement. Unless hereafter specified, neither party shall be responsible for the service of the other. 1.8 Additional Services. City shall have the right at any time during the performance of the services, without invalidating this Agreement, to order extra work beyond that specified in the Scope of Services or make changes by altering, adding to or deducting from said work. No such extra work may be undertaken unless a written order is first given by the Contract Officer to the Contractor, incorporating therein any adjustment in (i)the Contract Sum, and/or(ii)the time to perform this Agreement, which said adjustments are subject to the written approval of the Contractor. Any increase in compensation of five percent (5%) or less of the Contract Sum, or in the time to perform of one hundred eighty (180) days or less may be approved by the Contract Officer. Any greater increases, taken either separately or cumulatively must be approved by the City. It is expressly understood by Contractor that the provisions of this Section shall not apply to services specifically set forth in the Scope of Services or reasonably contemplated therein. Contractor hereby acknowledges that it accepts the risk that the services to be provided pursuant to the Scope of Services may be more costly or time consuming than Contractor anticipates and that Contractor shall not be entitled to additional compensation therefore. 1.9 Special Requirements. Additional terms and conditions of this Agreement, if any, which are made a part hereof are set forth in the "Special Requirements" attached hereto as Exhibit "B" and incorporated herein by this reference. In the event of a conflict between the provisions of Exhibit B and any other provisions of this Agreement, the provisions of Exhibit B shall govern. 2.0 COMPENSATION 2.1 Contract Sum. For the services rendered pursuant to this Agreement, the Contractor shall be compensated in accordance with the "Schedule of Compensation" attached hereto as Exhibit "C" and incorporated herein by this reference, but not exceeding the maximum contract amount of Seventy Five Thousand Dollars ($75,000.00) (herein "Contract Sum"), plus reimbursable expenses, except as provided in Section 1.8. The method of compensation may include: (i) a lump sum payment upon completion, (ii) payment in accordance with the percentage of completion of the services, (iii) payment for time and materials based upon the Contractor's rates as specified in the Schedule of Compensation, but not exceeding the Contract Sum or (iv) such other methods as may be specified in the Schedule of Compensation. Compensation may include reimbursement for actual and necessary expenditures for reproduction costs, telephone expense, transportation expense, and performance bond, approved by the Contract Officer in advance, and no other expenses and only if specified in the Schedule of Compensation. The Contract Sum shall include the attendance of Contractor at one meeting reasonably deemed necessary by the City; Contractor shall not be entitled to additional compensation for attending additional meetings as required by the City. 2.2 Method of Payment. Unless some other method of payment is specified in the Schedule of Compensation (Exhibit C), in any month in which Contractor wishes to receive payment, no later than the first (1st) working day of such month, Contractor shall submit to the City in the form approved by the City's Director of Finance, an invoice for services rendered prior to the 2 date of the invoice. Except as provided in Section 7.3, City shall pay Contractor for all expenses stated thereon which are approved by City pursuant to this Agreement no later than the last working day of the month. 3.0 PERFORMANCE SCHEDULE 3.1 Time of Essence. Time is of the essence in the performance of this Agreement. 3.2 Schedule of Performance. Contractor shall commence the services pursuant to this Agreement upon receipt of a written notice to proceed and shall perform all services within the time period(s) established in the "Schedule of Performance" attached hereto as Exhibit "D", if any, and incorporated herein by this reference. When requested by the Contractor, extensions to the time period(s) specified in the Schedule of Performance may be approved in writing by the Contract Officer but not exceeding one hundred eighty(180)days cumulatively. 3.3 Force Maieure. The time period(s) specified in the Schedule of Performance for performance of the services rendered pursuant to this Agreement shall be extended because of any delays due to unforeseeable causes beyond the control and without the fault or negligence of the Contractor, including, but not restricted to, acts of God or of the public enemy, unusually severe weather, fires, earthquakes, floods, epidemics, quarantine restrictions, riots, strikes, freight embargoes, wars, litigation, and/or acts of any governmental City, including the City, if the Contractor shall within ten (10) days of the commencement of such delay notify the Contract Officer in writing of the causes of the delay. The Contract Officer shall ascertain the facts and the extent of delay, and extend the time for performing the services for the period of the enforced delay when and if in the judgment of the Contract Officer such delay is justified. The Contract Officer's determination shall be final and conclusive upon the parties to this Agreement. In no event shall Contractor be entitled to recover damages against the City for any delay in the performance of this Agreement, however caused, Contractor's sole remedy being extension of the Agreement pursuant to this Section. 3.4 Term. Unless earlier terminated in accordance with Section 7.8 of this Agreement, this Agreement shall continue in full force and effect until completion of the services but not exceeding eighteen (18) months from the date hereof, except as otherwise provided in the Schedule of Performance. 4.0 COORDINATION OF WORK 4.1 Representative of Contractor. The following principals of Contractor are hereby designated as being the principals and representatives of Contractor authorized to act in its behalf with respect to the work specified herein and make all decisions in connection therewith: Kathleen H. Head, Principal It is expressly understood that the experience, knowledge, capability and reputation of the foregoing principals were a substantial inducement for City to enter into this Agreement. Therefore, the foregoing principals shall be responsible during the term of this Agreement for directing all activities of Contractor and devoting sufficient time to personally supervise the services hereunder. For purposes of this Agreement, the foregoing principals may not be replaced nor may their responsibilities be substantially reduced by Contractor without the express written approval of City. 3 4.2 Contract Officer. The Contract Officer shall be such person as may be designated by the Executive Director of City. It shall be the Contractor's responsibility to assure that the Contract Officer is kept informed of the progress of the performance of the services and the Contractor shall refer any decisions which must be made by City to the Contract Officer. Unless otherwise specified herein, any approval of City required hereunder shall mean the approval of the Contract Officer. The Contract Officer shall have authority to sign all documents on behalf of the City required hereunder to carry out the terms of this Agreement. 4.3 Prohibition Against Subcontracting or Assignment. The experience, knowledge, capability and reputation of Contractor, its principals and employees were a substantial inducement for the City to enter into this Agreement. Therefore, Contractor shall not contract with any other entity to perform in whole or in part the services required hereunder without the express written approval of the City. In addition, neither this Agreement nor any interest herein may be transferred, assigned, conveyed, hypothecated or encumbered voluntarily or by operation of law, whether for the benefit of creditors or otherwise, without the prior written approval of City. Transfers restricted hereunder shall include the transfer to any person or group of persons acting in concert of more than twenty five percent(25%) of the present ownership and/or control of Contractor, taking all transfers into account on a cumulative basis. In the event of any such unapproved transfer, including any bankruptcy proceeding, this Agreement shall be void. No approved transfer shall release the Contractor or any surety of Contractor of any liability hereunder without the express consent of City. 4.4 Independent Contractor. Neither the City nor any of its employees shall have any control over the manner, mode or means by which Contractor, its agents or employees, perform the services required herein, except as otherwise set forth herein. City shall have no voice in the selection, discharge, supervision or control of Contractor's employees, servants, representatives or agents, or in fixing their number, compensation or hours of service. Contractor shall perform all services required herein as an independent contractor of City and shall remain at all times as to City a wholly independent contractor with only such obligations as are consistent with that role. Contractor shall not at any time or in any manner represent that it or any of its agents or employees are agents or employees of City. City shall not in any way or for any purpose become or be deemed to be a partner of Contractor in its business or otherwise or a joint venturer or a member of any joint enterprise with Contractor. 5.0 INSURANCE, INDEMNIFICATION AND BONDS 5.1 Insurance. The Contractor shall procure and maintain, at its sole cost and expense, in a form and content satisfactory to City, during the entire term of this Agreement including any extension thereof, the following policies of insurance: (a) Comprehensive General Liability Insurance. A policy of comprehensive general liability insurance written on a per occurrence basis. If the Contract Sum is $25,000.00 or less, the policy of insurance shall be written in an amount not less than either (i) a combined single limit of $500,000.00 or (ii) bodily injury limits of $250,000.00 per person, $500,000.00 per occurrence and $500,000.00 products and completed operations and property damage limits of $100,000.00 per occurrence and $100,000.00 in the aggregate. If the Contract Sum is greater than $25,000.00 but less than or equal to $100,000.00, the policy of insurance shall be in an amount not less than either (i) a combined single limit of $1,000,000.00 for bodily injury, death and property damage or (ii) bodily injury limits of $500,000.00 per person, $1,000,000.00 per occurrence and $1,000,000.00 products and completed operations and property damage limits of $500,000.00 per occurrence and $500,000.00 in the aggregate. If the Contract Sum is greater than $100,000.00, the 4 policy of insurance shall be in an amount not less than $5,000,000.00 combined single limit. (b) Worker's Compensation Insurance. A policy of worker's compensation insurance in such amount as will fully comply with the laws of the State of California and which shall indemnify, insure and provide legal defense for both the Contractor and the City against any loss, claim or damage arising from any injuries or occupational diseases occurring to any worker employed by or any persons retained by the Contractor in the course of carrying out the work or services contemplated in this Agreement. (c) Automotive Insurance. A policy of comprehensive automobile liability insurance written on a per occurrence basis in an amount not less than either (i) bodily injury liability limits of $250,000.00 per person and $500,000.00 per occurrence and property damage liability limits of$100,000.00 per occurrence and $250,000.00 in the aggregate or (ii) combined single limit liability of$500,000.00. Said policy shall include coverage for owned, non-owned, leased and hired cars. (d) Additional Insurance. Policies of such other insurance, including professional liability insurance, as may be required in the Special Requirements. All of the above policies of insurance shall be primary insurance and shall name the City, its officers, employees and agents as additional insureds. The insurer shall waive all rights of subrogation and contribution it may have against the City, its officers, employees and agents and their respective insurers. All of said policies of insurance shall provide that said insurance may not be amended or cancelled without providing thirty (30) days prior written notice by registered mail to the City. In the event any of said policies of insurance are cancelled, the Contractor shall, prior to the cancellation date, submit new evidence of insurance in conformance with this Section 5.1 to the Contract Officer. No work or services under this Agreement shall commence until the Contractor has provided the City with Certificates of Insurance or appropriate insurance binders evidencing the above insurance coverages and said Certificates of Insurance or binders are approved by the City. The Contractor agrees that the provisions of this Section 5.1 shall not be construed as limiting in any way the extent to which the Contractor may be held responsible for the payment of damages to any persons or property resulting from the Contractor's activities or the activities of any person or persons for which the Contractor is otherwise responsible. In the event the Contractor subcontracts any portion of the work in compliance with Section 4.3 of this Agreement, the contract between the Contractor and such subcontractor shall require the subcontractor to maintain the same policies of insurance that the Contractor is required to maintain pursuant to this Section 5.1. 5.2 Indemnification. Contractor agrees to indemnify the City, its officers, agents and employees against, and will hold and save them and each of them harmless from, any and all actions, suits, claims, damages to persons or property, losses, costs, penalties, obligations, errors, omissions or liabilities, (herein "claims or liabilities") that may be asserted or claimed by any person, firm or entity arising out of or in connection with the negligent performance of the work, operations or activities of Contractor, its agents, employees, subcontractors, or invitees, provided for herein, or arising from the negligent acts or omissions of Contractor hereunder, or arising from Contractor's negligent performance of or failure to perform any term, provision covenant or condition of this Agreement, whether or not there is concurrent passive or active negligence on the part of the City, its officers, agents or employees but excluding such claims or liabilities arising from the sole negligence or willful misconduct of the City, its officers, agents or employees, who are directly 5 responsible to the City, and in connection therewith: (a) Contractor will defend any action or actions filed in connection with any of said claims or liabilities and will pay all costs and expenses, including legal costs and attorneys' fees incurred in connection therewith; (b) Contractor will promptly pay any judgment rendered against the City, its officers, agents or employees for any such claims or liabilities arising out of or in connection with the negligent performance of or failure to perform such work, operations or activities of Contractor hereunder; and Contractor agrees to save and hold the City, its officers, agents, and employees harmless therefrom; (c) In the event the City, its officers, agents or employees is made a party to any action or proceeding filed or prosecuted against Contractor for such damages or other claims arising out of or in connection with the negligent performance of or failure to perform the work, operation or activities of Contractor hereunder, Contractor agrees to pay to the City, its officers, agents or employees, any and all costs and expenses incurred by the City, its officers, agents or employees in such action or proceeding, including but not limited to, legal costs and attorneys'fees. 5.3 Performance Bond. Concurrently with execution of this Agreement, Contractor shall deliver to City a performance bond in the sum of the amount of this Agreement, in the form provided by the City Assistant Secretary, which secures the faithful performance of this Agreement, unless such requirement is waived by the Contract Officer. The bond shall contain the original notarized signature of an authorized officer of the surety and affixed thereto shall be a certified and current copy of his power of attorney. The bond shall be unconditional and remain in force during the entire term of the Agreement and shall be null and void only if the Contractor promptly and faithfully performs all terms and conditions of this Agreement. 5.4 Sufficiency of Insurer or Surety. Insurance or bonds required by this Agreement shall be satisfactory only if issued by companies qualified to do business in California, rated "A" or better in the most recent edition of Best Rating Guide, The Key Rating Guide or in the Federal Register, and only if they are of a financial category Class VII or better, unless such requirements are waived by the Risk Manager of the City due to unique circumstances. In the event the Risk Manager of City ("Risk Manager") determines that the work or services to be performed under this Agreement creates an increased or decreased risk of loss to the City, the Contractor agrees that the minimum limits of the insurance policies and the performance bond required by this Section 5 may be changed accordingly upon receipt of written notice from the Risk Manager; provided that the Contractor shall have the right to appeal a determination of increased coverage by the Risk Manager to the City board within 10 days of receipt of notice from the Risk Manager. 6_0 RECORDS AND REPORTS 6.1 Reports. Contractor shall periodically prepare and submit to the Contract Officer such reports concerning the performance of the services required by this Agreement as the Contract Officer shall require. 6.2 Records. Contractor shall keep, and require subcontractors to keep, such books and records as shall be necessary to perform the services required by this Agreement and enable the Contract Officer to evaluate the performance of such services. The Contract Officer shall have full and free access to such books and records at all times during normal business hours of 6 City, including the right to inspect, copy, audit and make records and transcripts from such records. Such records shall be maintained for a period of three (3)years following completion of the services hereunder, and the City shall have access to such records in the event any audit is required. 6.3 Ownership of Documents. All drawings, specifications, reports, records, documents and other materials prepared by Contractor, its employees, subcontractors and agents in the performance of this Agreement shall be the property of City and shall be delivered to City upon request of the Contract Officer or upon the termination of this Agreement, and Contractor shall have no claim for further employment or additional compensation as a result of the exercise by City of its full rights of ownership of the documents and materials hereunder. Any use of such completed documents for other projects and/or use of uncompleted documents without specific written authorization by the Contractor will be at the City's sole risk and without liability to Contractor, and the City shall indemnify the Contractor for all damages resulting therefrom. Contractor may retain copies of such documents for its own use. Contractor shall have an unrestricted right to use the concepts embodied therein. All subcontractors shall provide for assignment to City of any documents or materials prepared by them, and in the event Contractor fails to secure such assignment, Contractor shall indemnify City for all damages resulting therefrom. 6.4 Release of Documents. The drawings, specifications, reports, records, documents and other materials prepared by Contractor in the performance of services under this Agreement shall not be released publicly without the prior written approval of the Contract Officer. 7.0 ENFORCEMENT OF AGREEMENT 7.1 California Law. This Agreement shall be construed and interpreted both as to validity and to performance of the parties in accordance with the laws of the State of California. Legal actions concerning any dispute, claim or matter arising out of or in relation to this Agreement shall be instituted in the Superior Court of the County of Riverside, State of California, or any other appropriate court in such county, and Contractor covenants and agrees to submit to the personal jurisdiction of such court in the event of such action. 7.2 Disputes. In the event of any dispute arising under this Agreement, the injured party shall notify the injuring party in writing of its contentions by submitting a claim therefor. The injured party shall continue performing its obligations hereunder so long as the injuring party commences to cure such default within ten (10) days of service of such notice and completes the cure of such default within forty-five (45) days after service of the notice, or such longer period as may be permitted by the injured party; provided that if the default is an immediate danger to the health, safety and general welfare, such immediate action may be necessary. Compliance with the provisions of this Section shall be a condition precedent to termination of this Agreement for cause and to any legal action, and such compliance shall not be a waiver of any party's right to take legal action in the event that the dispute is not cured, provided that nothing herein shall limit City's or the Contractor's right to terminate this Agreement without cause pursuant to Section 7.8. 7.3 Retention of Funds. Contractor hereby authorizes City to deduct from any amount payable to Contractor (whether or not arising out of this Agreement) (i) any amounts the payment of which may be in dispute hereunder or which are necessary to compensate City for any losses, costs, liabilities, or damages suffered by City, and (ii) all amounts for which City may be liable to third parties, by reason of Contractor's acts or omissions in performing or failing to perform Contractor's obligation under this Agreement. In the event that any claim is made by a third party, the amount or validity of which is disputed by Contractor, or any indebtedness shall exist which shall appear to be the basis for a claim of lien, City may withhold from any payment due, without liability 7 for interest because of such withholding, an amount sufficient to cover such claim. The failure of City to exercise such right to deduct or to withhold shall not, however, affect the obligations of the Contractor to insure, indemnify, and protect City as elsewhere provided herein. 7.4 Waiver. No delay or omission in the exercise of any right or remedy by a nondefaulting party on any default shall impair such right or remedy or be construed as a waiver. A party's consent to or approval of any act by the other party requiring the party's consent or approval shall not be deemed to waive or render unnecessary the other party's consent to or approval of any subsequent act. Any waiver by either party of any default must be in writing and shall not be a waiver of any other default concerning the same or any other provision of this Agreement. 7.5 Rights and Remedies are Cumulative. Except with respect to rights and remedies expressly declared to be exclusive in this Agreement, the rights and remedies of the parties are cumulative and the exercise by either party of one or more of such rights or remedies shall not preclude the exercise by it, at the same or different times, of any other rights or remedies for the same default or any other default by the other party. 7.6 Legal Action. In addition to any other rights or remedies, either party may take legal action, in law or in equity, to cure, correct or remedy any default, to recover damages for any default, to compel specific performance of this Agreement, to obtain declaratory or injunctive relief, or to obtain any other remedy consistent with the purposes of this Agreement. 7.7 Liquidated Damages. Since the determination of actual damages for any delay in performance of this Agreement would be extremely difficult or impractical to determine in the event of a breach of this Agreement, the Contractor and its sureties shall be liable for and shall pay to the City the sum of_zero ($0.00) dollars_ as liquidated damages for each working day of delay in the performance of any service required hereunder, as specified in the Schedule of Performance (Exhibit "D"). The City may withhold from any monies payable on account of services performed by the Contractor any accrued liquidated damages. 7.8 Termination Prior to Expiration Of Term. This Section shall govern any termination of this Agreement except as specifically provided in the following Section for termination for cause. The City reserves the right to terminate this Agreement at any time, with or without cause, upon thirty (30) days'written notice to Contractor, except that where termination is due to the fault of the Contractor, the period of notice may be such shorter time as may be determined by the Contract Officer. In addition, the Contractor reserves the right to terminate this Agreement at any time upon, with or without cause, upon sixty (60) days' written notice to City, except that where termination is due to the fault of the City, the period of notice may be such shorter time as the Contractor may determine. Upon receipt of any notice of termination, Contractor shall immediately cease all services hereunder except such as may be specifically approved by the Contract Officer. Contractor shall be entitled to compensation for all services rendered prior to the effective date of the notice of termination and for any services authorized by the Contract Officer thereafter in accordance with the Schedule of Compensation (Exhibit "C") or such as may be approved by the Contract Officer, except as provided in Section 7.3. In the event of termination without cause pursuant to this Section, the terminating party need not provide non-terminating party with the opportunity to cure pursuant to Section 7.2. 7.9 Termination for Default of Contractor. If termination is due to the failure of the Contractor to fulfill its obligations under this Agreement, City may, after compliance with the provisions of Section 7.2, take over the work and prosecute the same to completion by contract or otherwise, and the Contractor shall be liable to the extent that the total cost for completion of the services required hereunder exceeds the compensation herein stipulated (provided that the City 8 shall use reasonable efforts to mitigate such damages), and City may withhold any payments to the Contractor for the purpose of setoff or partial payment of the amounts owed the City as previously stated. 7.10 Attorneys' Fees. If either party to this Agreement is required to initiate or defend or made a party to any action or proceeding in any way connected with this Agreement, the prevailing parry in such action or proceeding, in addition to any other relief which may be granted, whether Iegal,or equitable, shall be entitled to reasonable attorney's fees. Attorney's fees shall include attorney's fees on any appeal, and in addition a party entitled to attorneys fees shall be entitled to all other reasonable costs for investigating such action, taking depositions and discovery and all other necessary costs the court allows which are incurred in such litigation. All such fees shall be deemed to have accrued on commencement of such action and shall be enforceable whether or not such action is prosecuted to judgment. 8.0 City OFFICERS AND EMPLOYEES: NON-DISCRIMINATION 8.1 Non-liability of City Officers and Employees. No officer or employee of the City shall be personally liable to the Contractor, or any successor in interest, in the event of any default or breach by the City or for any amount which may become due to the Contractor or to its successor, or for breach of any obligation of the terms of this Agreement. 8.2 Conflict of Interest. No officer or employee of the City shall have any financial interest, direct or indirect, in this Agreement nor shall any such officer or employee participate in any decision relating to the Agreement which effects his financial interest or the financial interest of any corporation, partnership or association in which he is, directly or indirectly, interested, in violation of any State statute or regulation. The Contractor warrants that it has not paid or given and will not pay or give any third party any money or other consideration for obtaining this Agreement. 8.3 Covenant Against Discrimination. Contractor covenants that, by and for itself, its heirs, executors, assigns, and all persons claiming under or through them, that there shall be no discrimination against or segregation of, any person or group of persons on account of race, color, creed, religion, sex, marital status, national origin, or ancestry in the performance of this Agreement. Contractor shall take affirmative action to insure that applicants are employed and that employees are treated during employment without regard to their race, color, creed, religion, sex, marital status, national origin, or ancestry. 9.0 MISCELLANEOUS PROVISIONS 9.1 Notice. Any notice, demand, request, document, consent, approval, or communication either party desires or is required to give to the other party or any other person shall be in writing and either served personally or sent by prepaid, first-class mail, in the case of the City, to the City Manager and to the attention of the Contract Officer, THE COMMUNITY REDEVELOPMENT City OF THE CITY OF PALM SPRINGS, P.O. Box 2743, Palm Springs, California 92263, and in the case of the Contractor, to the person at the address designated on the execution page of this Agreement. Either party may change its address by notifying the other party of the change of address in writing. Notice shall be deemed communicated at the time personally delivered or in seventy-two (72) hours from the time of mailing if mailed as provided in this Section. 9.2 Interpretation. The terms of this Agreement shall be construed in accordance with the meaning of the language used and shall not be construed for or against either party by reason of the authorship of this Agreement or any other rule of construction which might otherwise 9 apply. 9.3 Integration: Amendment. It is understood that there are no oral agreements between the parties hereto affecting this Agreement and this Agreement supersedes and cancels any and all previous negotiations, arrangements, agreements and understandings, if any, between the parties, and none shall be used to interpret this Agreement. This Agreement may be amended at any time by the mutual consent of the parties by an instrument in writing. 9.4 Severability. In the event that any one or more of the phrases, sentences, clauses, paragraphs, or sections contained in this Agreement shall be declared invalid or unenforceable by a valid judgment or decree of a court of competent jurisdiction, such invalidity or unenforceability shall not effect any of the remaining phrases, sentences, clauses, paragraphs, or sections of this Agreement which are hereby declared as severable and shall be interpreted to carry out the intent of the parties hereunder unless the invalid provision is so material that its invalidity deprives either party of the basic benefit of their bargain or renders this Agreement meaningless. 9.5 Corporate Authority. The persons executing this Agreement on behalf of the parties hereto warrant that (i) such party is duly organized and existing, (ii) they are duly authorized to execute and deliver this Agreement on behalf of said party, (iii) by so executing this Agreement, such party is formally bound to the provisions of this Agreement, and (iv) the entering into this Agreement does not violate any provision of any other Agreement to which said party is bound. 10 IN WITNESS WHEREOF, the parties have executed and entered into this Agreement as of the date first written above. ATTEST: THE CITY OF PALM SPRINGS, CALIFORNIA, a municipal corporation City Clerk City Manager O/ APPROVED AS TO FORM: ALESHIRE &WYNDER, LLP City AtIQLn y CONTRACTOR: By: Name: ,f� Title: Address: 'fiee �- �r7 �✓ 7 7 ATTACHMENTS: EXHIBIT"A" SCOPE OF SERVICES EXHIBIT"B" SPECIAL REQUIREMENTS EXHIBIT"C" SCHEDULE OF COMPENSATION EXHIBIT"D" SCHEDULE OF PERFORMANCE 11 EXHIBIT"A" SCOPE OF SERVICES The services performed by Contractor under this agreement are described in the attached proposal dated June 1, 2004. Said agreement shall contain a specific scope of services to be performed by Contractor for a particular project. 12 Proposal Presented to: City of Palm Springs 1 June 2004 Prepared by: Matthew Montgomery Expiration Date: 1 July 2004 TABLE OF CONTENTS Executive Overview 2 Scope of Services Phase I Retail Trade Area Determination 3 Phase II Retail Site Selection Tenant Analysis 4 Retail Recruiting Package 6 Fee and Delivery Schedule 7 Sponsor Requirements 8 Signature Page 9 l EXECUTIVE OVERVIEW Buxton is pleased to present this proposal to the City of Palm Springs. The objective of this proposal is to outline the scope of the research that will produce critical fact-based information and marketing packages that can be used by the City of Palm Springs to proceed with the attraction and expansion of the retail sector. In this proposal, the term "retail" also shall include restaurants. In Phase I, we will complete an assessment of the retail trade in the City of Palm Springs. This assessment will identify distinct geographic zones of customers and retail potential. An analysis of the existing retail product demand along with demographic and psychographic analyses of the households in the community will determine the opportunities for additional retail trade. In Phase II, based on the initial Phase I analysis, the City of Palm Springs will select a specific site for further analysis. A drive time trade area will be developed from the site and the households profiled. This profile will be compared with the trade area profiles of locations targeted by specific retailers. Approximately twenty (20) specific retailers will be identified. The existing locations of these retailers in the region will also be analyzed to measure the household density needed by the retailer to establish a successful store. A distance study will also be conducted for each of these target retailers so that they will not negatively affect their existing stores in the same trade area. This research will be used to create retail recruitment packages to be used to attract potential tenants. The marketing package will show the retailer that the households in the trade area match the retailer's target location household profile. The marketing package will also include comparisons to existing retail centers with household profiles similar to the new center, reinforcing the new center as an opportunity for opening a successful unit. These materials address specific retailers and can also be used to attract developers to this project. Buxton provides market research services and economic development consultation and does not provide engineering services to determine the suitability of the environment, topography or infrastructure requirements. We are pleased to present the following outline of the scope of this project for your consideration. We look forward to your response. 2 SCOPE OF SERVICES PHASE I - RETAIL TRADE AREA DETERMINATION A. Analysis of potential retail zones to include: ■ Identification of potential retail zones ■ Analysis of the viability for retail development in each identified zone B. Analysis of households ■ Geocode all households in the zones identified above ■ Determine and analyze psychographics of these households ■ Segment and profile all households in each of the zones identified C. Product Demand Analysis ■ Determine average annual household purchases by product (approximately 400 products) ■ Index these purchases to measure product demand compared to national averages D. Deliverables ■ A written presentation to include: ■ Map of the drive time trade area for each selected zone ■ Household profiles based on psychographics ■ Product demand analysis for the drive time trade area ■ Conclusions and recommendations 3 SCOPE OF SERVICES PHASE II - RETAIL SITE SELECTION AND TENANT ANALYSIS A. Analysis of a potential retail center within one of the zones analyzed in Phase I, which consists of the following: ■ Develop Drive Time Trade Area ■ Demographic and Psychographic Profile of Households ■ Identification of Dominant Segment Households ■ Population Density of these segments B. Tenant Selection and Analysis ■ Identification of retailers with customer profiles similar to the household profiles within the Drive Time Trade Area determined in Section A above. ■ Analyze the effect of sales transfer (cannibalization) by stores of the same retailer in nearby communities, if applicable. ■ For each targeted retailer, determine the density of the retailer's dominant segment households in the trade areas around the retailer's other locations throughout the state and compare them to the community's dominant segment household density. Pf-7 4 SCOPE OF SERVICES PHASE II - RETAIL SITE SELECTION AND TENANT ANALYSIS (continued) C. Analysis of Existing Similar Retail Centers These retail centers may or may not be in neighboring communities and will be selected based on the similarity of the households surrounding these centers as compared to the households profiled surrounding the proposed site. This will better identify retailers that can be successful at this site and will supplement the profile information when marketing to these retailers. D. Deliverables Research report to include: ■ Trade Area polygons overlaid on map ■ Household profile by Trade Area ■ Household profile comparisons to specific retailer's target area profiles ■ Dominant Segment Household densities 5 SCOPE OF SERVICES PHASE II — RETAIL RECRUITING PACKAGE A. Marketing Binder We will prepare a marketing binder that can be used by the city to market to potential tenants. This binder will indicate the retail potential that is determined in the analysis. Marketing binders are intended to identify the best tenant mix for the proposed retail center based on the population contained in the established Trade Area. The binder will identify the top retail businesses and will include information to enable the retailer to determine the suitability of this retail center for their retail concept. The marketing binder will include: ■ Property Description and Trade Area Map ■ Trade Area Description ■ Psychographic Trade Area household profile and summaries ■ Demographic summaries and graphs illustrating the trade area ■ Recommended retailers with operating names, addresses, telephone numbers, key executives to contact and retail classification B. Retailer Specific Marketing Package These packages will be used to market the community to the prospective retail tenant or a retail developer and will include items from the marketing binder in Section A above. Each package will address a specific retailer and set forth the research results illustrating to the retailer the opportunity for opening a successful unit at this site. C. Deliverables ■_ One (1) copy-- Marketing Binder ■ Additional copies of the Marketing Binder @ $200 each ■ One (1) copy -- Retailer Specific Marketing Packages (approximately 20) ■ Additional copies of the retailer specific package @ $100 each 6 FEE SCHEDULE FEE FOR SERVICES Fees associated with the Community/Do program and its related processes are as below: Phase Retail Trade Area Determination $20,000.00 Phase II Retail Site Selection and Tenant Analysis And Retailer Specific Recruitment Package $40,000.00 Additional Market Segment Analysis (15 @ $1,000) $15,000.00 Market Segments: Year Round Residents Seasonal Residents Hotel/Resort Guests Timeshare Guests Long Term Rentals (monthly) Short Term Rentals (weekly) Convention Center Groups Desert Museum Patrons Palm Springs Follies Patrons Spa Casino Patrons VillageFest Patrons Palm Springs International Airport Visitors Palm Springs Aerial Tramway Visitors Major Special Event Visitors High Growth Niche Markets Total Cost $75,000.00 A-50% deposit is due upon commencement of Phase I. The remaining balance will be due upon delivery of the results of this proposal. Estimated time of completion: Phase 1-30 business days from the execution of this agreement. Phase Il-45 business days after Phase I is completed. 7 111% 10 SPONSOR REQUIREMENTS PROJECT REQUIREMENTS FOR SPONSOR In order to complete the Community/Do project in the time schedule presented, the following must be provided by the City of Palm Springs. A. Project Liaison • Designate a local Project Manager who will interface with Buxton during the course of the project. B. Provide the following materials or reports (all materials will be returned at the completion of the project) ■ Economic planning analysis, community visioning or future studies. • Current zoning map, electronic format preferred. ■ Current electronic file of street network, if available. When using Mapinfo, AutoCAD, or ESRI shape files, please indicate what coordinate and datum systems were used. ■ Maps or plans for any major highway or roadway upgrade or construction planned in the next five years, electronic format preferred. ■ Most current traffic count reports, electronic format preferred. ■ List and locate on map, up to three sites or areas to be analyzed for desirability for retail or shopping center development after the completion of Phase I. ■ List and locate on map all shopping centers or malls in the city. ■ List and locate on map all major national retailers in the city. • List of any shopping center or national retailers that have purchased property, but not opened. Indicate if project is under construction. ■ Economic development marketing materials currently used by the community. ■ Provide the names and addresses, including city, state, and zip code, of the consumers in each of the fifteen (15) additional market segments, preferably in a pipe delimited text file. C. Meeting room to accommodate final report session. The sponsor is responsible for extending invitations to participants. Buxton will provide all briefing/presentation materials. 8 1 1 4 I 1 SIGNATURE PAGE This agreement is between the City of Palm Springs and Buxton ("the Parties") for the performance of services described in this proposal. The Parties further agree that an independent contractor/employer relationship is created as a result of this agreement. Buxton will not be considered an agent or employee of the City of Palm Springs for any purpose. The term of this agreement is one (1) year. This agreement may be terminated by either party at any time upon written notice of 30 days. If this agreement is terminated, Buxton will be paid for services performed up to the date the written notice is received. This agreement shall be administered and interpreted under the laws of the State of Texas. In order to avoid paying State of Texas Sales and Use Tax, the City of Palm Springs may be required to provide Buxton with a certificate from the State Comptroller indicating that it is a non-profit corporation and not subject to State of Texas Sales and Use Tax. Agreed and accepted this day of 2004. Mr. David Ready Mr. David Glover City Manager Chief Financial Officer City of Palm Springs Buxton 3200 E. Tahquitz Canyon Way 2651 S. Polaris Drive Palm Springs, CA 92263-2743 Fort Worth, TX 76137 Phone: 760-323-8201 Phone: 8a -3%,3681 Fax: 760-323-8207 Fax: 3 26 1 (Signature) SignatOrBj 9 MINUTE ORDER NO. OF THE CITY OF PALM SPRINGS, CALIFORNIA, APPROVING A CONTRACT WITH BUXTON COMPANY OF FORTH WORTH,TEXAS IN AN AMOUNT NOT TO EXCEED $75,000 FOR THE RETAIL POTENTIAL ANALYSIS OF PALM SPRINGS AND THE DOWNTOWN AREA I HEREBY CERTIFY that this Minute Order, approving a Contract with Buxton Company of Fort Worth, Texas, in an amount not to exceed $75,000 for the retail potential analysis of Palm Springs and the downtown area, in a form acceptable to the City Attorney, was approved by the City Council of the City of Palm Springs, California, in a meeting thereof held on the 7th day of July 2004. PATRICIA A. SANDERS City Clerk I EXHIBIT "C SCHEDULE OF COMPENSATION Contractor shall be compensated for the services to be performed by Contractor pursuant to this Agreement pursuant to the terms described in the June 1, 2004 proposal: one-half of the contract amount ($37,500) shall be paid upon execution of the contract and the remaining balance shall be paid upon satisfactory completion. EXHIBIT "C" TO CONTRACT SERVICES AGREEMENT EXHIBIT"D" SCHEDULE OF PERFORMANCE The Contractor estimates that the work in Phase I shall be completed within 30 business days after the execution of the Agreement. Phase II shall be completed within 45 days of the completion of Phase I. Delays in the City producing materials requested in the proposal shall delay the completion of the project. Buxton Company Final Report CommunitylD® AGREEMENT #4917 City df Phasea I S 0 prings , I � � � -Sept � � • �I illfl+r i fi�'� uq 'I IIIII�II I IN r 6 I 4F i - bwston Community/U City of Palm Springs, CA Table of Contents ProjectOverview ...................................................................... .........................2 ExecutiveSummary............... ........................... ......... ......................................4 Retail Site Comparison................................................................. .....................5 RetailSite I........................................................................................................14 RetailSite 2.................................................................................... ...................22 RetailSite 3....... ...... ......................... ...............................................................29 Methodology......................................................................................................36 Supplemental Information Appendix A: State, County, City & Demographic Maps Appendix B: County & City Demographic Reports Appendix C: Retail Trade Potential Palm Springs, CA - Phase I Nu 5-r-n Ow u I,Inc.,Maromsioncu,N 2UU2.I.,,.USA,Im I 2UU2,N,t—1 Fq—,x dL Bu-,u,-2001,Mudamark R,,searcli I ne,OM,G-grnpic Daw T a ciri oiofflg 1pic,0'2002 CommunitylD® =: e City of Palm Springs, CA Project Overview Sponsor Mr. David Ready City Manager 3200 E Tahquitz Canyon Way Palm Springs, CA 92263 Purpose of Phase I CommunitylD® is a two-phase program that is designed specifically for use in community economic development initiatives. Phase I is intended to measure Palm Springs's potential to recruit new retailers, including restaurants. There are three sites examined in Phase 1. Buxton analyzes the retail site trade areas in the same manner that thousands of retailers would. Should Buxton document sufficient potential for Palm Springs to attract new retailers, we identify the site with the greatest overall potential for success, and recommend that for Phase 11 of the program, Phase II provides Palm Springs with a list of specific targeted retailers and provides comprehensive marketing packages that can be used to recruit them. Retail Sites The three sites identified by Palm Springs for study in Phase I are: 1. Tahquitz Canyon Way & Farrell Dr 2. E Palm Canyon Dr & Sunrise Way 3. Palm Canyon Dr & Tahquitz Canyon Way How to Use this Report Palm Springs should review the conclusions and information provided in this report in order to select the retail site(s) that will be studied in Phase II. In addition to Buxton's recommendation, which is based strictly on trade area research, Palm Springs may wish to consider infrastructure costs, land ownership, developer interests, community goals and other factors. Buxton is prepared to engage Phase II and match retailers with the selected retail site(s). Palm Springs, CA - Phase 1 2 path sonrme Clonlns,Inc,Mmmmsmn"',"2002.InteOSA,Inc,m 2002,Ni Rnnnrce Bnio"u,m 2004 Meaianmk Rnsanrce Inc,1"2004 Geograpnm Onto Trcnnolo,q ha„n'M2 CommunitylEf City of Palm Springs, CA Project Overview Palm Springs , CA This map depicts the locations of the three retail sites that have been evaluated in Phase I. I - a Retail site Retail Site I „Czbazcn _ _ II - Retail Site \T — Retail Site 3 I I I Shopp_ny Centers �J GA in thousands Faim Spri h,gs ' 0 hq a,n.'T` u,itz=Cyon Way Palm Canyon— i� - y 0 Tahquitz Canyon Way Farrell ®r @ 100ro5w o sERrtGnrEwa o eg�Hloo E P-aim Canryont©�-& '3unrrse I rRancFto Mi"rage Idyll ildmil,, move Palm Desert ✓ DESERTCROSSING �~ WESTFIELDSHOPPINGTOW PALMDESERT t L 0 2.5 5 miles Palm Springs, CA Phase 1 3 Dam S�nmes Clmnos.La.Mmmvuion2.�'2t10E,InmOSh Inv.^100E N�uonol Rmaart'Ii Buro�n*^L00t,Mremm�m Resoarcu Inv,op�lal,Gaayrvpinc anw Tavnnologly,Inc.m ID@. - Community/9 e City of Palm Springs, CA Executive Summary Findings Buxton studied three retail sites in Palm Springs to determine the relative potential of each to attract new retailers and restaurants to the community. The following section provides a side-by-side comparison of pertinent data and information that guided our findings and our recommendation based on 15-minute drive times around each site. Each of the three retail sites analyzed show similar psychographic profiles that would be attractive to many retailers. Demographically, the sites are very similar. All three sites have a population count between 95,000 and 103,000 and a household count between 39,000 and 43,000. Population growth rates range from 19.88% and 21.29%, which will be very desirable to many retailers. Because of these similarities, any of the retailers chosen in Phase II could conceivably be successful at any of the sites. A 15-minute trade area has been chosen as the primary trade area for the sites. However, Buxton has found that a secondary trade area is needed for Phase II due to the unique area in which Palm Springs is located. The secondary trade area will include areas to the north and west of the primary trade area where there is very little retail development. The areas to the south and east of the primary trade area already have significant retail development and the consumers in those areas will most likely not bypass that retail to shop in Palm Springs. Recommendation Retail Site 2 has slightly higher demographic profiles which gives it a small advantage over Sites 1 and 3. However, any of the three sites would be successful in attracting many different retailers. Recommended for Phase 11: Retail Site 2 — E Palm Canyon Dr & Sunrise Way Palm Springs, CA - Phase 1 4 polo SouruS(aoi ius,Inc.M¢mvmon0,¢i 2002r I1.1US&Inc,mi 20U21 Nvuonnl F-1111 Ourenu, 2002,M'1i1I"''R-1-1i InI. ,ZU02,Goa9mpluc M.iocLnola9iy.Inc,P 2002 Community19 `�� = City of Palm Springs, CA Retail Site Comparison 15-Minute Trade Area Segmentation Each household in the U.S. can be described by one of the 50 segments, based upon its consumer habits and spending patterns. This graph depicts the segments, by percent of total households that comprise the trade area for each retail site. Segmentation is important to retailers and is therefore a variable in our assessment of Palm Springs's retail potential. A segment that represents at least five percent of a trade area is classified as a dominant segment. Trade Area Comparison Q Retail Site 1 .Retail Site 2 .Retail So 3 45% 40% ___________________________________________ ____ ________________ _____ _________ 35% _________________________________________________________ ____________________ 30% — 25% ___________________________________________________________ 20% _________________________ ______ 15% ___________________________________________________________ 10% ________________________ ______ _______________- 5% _____________ _____ ______________ u 1 u 1 P 1 4 6 6 1 a 9 10 11 12 V 14 16 16 17 18 19 9 Pi 22 IZ 14 25 76 di 28 19 10 fl 4 31 33 d4 93 1G d7 96 A AO I] 2 49 91 49 45 AI 98 49 Sa The dominant segments shared among Palm Springs's retail site trade areas are segment 10 (HOME SWEET HOME), segment 11 (FAMILY TIES), segment 17 (STARS AND STRIPES), segment 20 (SECURE ADULTS), segment 23 (SETTLED IN), segment 30 (DOMESTIC DUOS), segment 39 (ON THEIR OWN), segment 40 (TRYING METRO TIMES). Descriptions for all segments are located in the Methodology section of this report. 15-Minute Trade Area Statistics with Trade Area Rank Population Household Site Population _ Growth Count Average Income Traffic Retail Site 1 95,972 (2) 20,70% (2) 39,303 (2) $62,772 (2)) 26,497 (2)- 102,954 (1) 21.29% (1) 42,802 (1) $65,768 (1) 18,604 (3) 95,646 (3) 19.88% (3) 39,181 (3) $62,579 (3) 28,792 (1) Palm Springs, CA - Phase 1 5 Cuu S.u—C,,.wn,li,c,Memvmon�,m IDo2,WUSA,In,,1 2002,Nauonoi Remoml,onmau^20°l.Meolenmtl,ResuvG,lnn,W2U°4 GaoyCpinc CainTe,11-1,ly.In,'^20°1 Demographics Analysis Geography: Palm Springs, CA 15 - Minute Trade Area Date: 9/15/2004 Retail Retail Retail Population Profile Site 1 Site 2 Site 3 2008 Projection 105,383 113,372 104,800 2003 Estimate 95,972 102,954 95,646 2000 Census 90,429 96,799 90,269 1990 Census 74,920 79,809 75,301 Population Change 0 Retail Site 1 Retail Site 2 20% M Retail Site 3 15% 10% 5% 0% . POPULATION GROWTH 1990-2000 POPULATION GROWTH 2O00-2008 Retail Retail Retail Households by Household Type (2003) Site 1 Site 2 Site 3 Family Household 54.9% 55.1% 54.9% Non-Family Household 45.1% 44.9% 45.1% Group Quarters Population by Type (2003) College Dormitories 0 0 0 Correctional Institutions 0 0 0 Military Quarters 0 0 0 Nursing Homes 287 353 287 Other Institutions 3 13 3 Other NoninsGtutional 506 509 505 Total Group Quarters Population 795 879 794 Marital Status Persons (2003) Single Male 18.0% 17.5% 9.5% Single Female 9.61/0 9.3% 18.1% Married 51.2°% 51.8% 51.0% Male Previously Married 7.3% 7.3% 7.4% Female Previously Married 13.9% 14.1% 14.0% Population By Sex (2003 Est) — — Male—-- 51.0% 50.8% Female 49.0% 49.2% 49.1% Palm Springs, CA - Phase 1 6 Dam Sowms Clz lI Inc,Mlnnvl+lortID,12002,I1USA,1 0 2002.National I,cssramti 8mcan,A 2002.MoeNmar,Ramamn Inc,aNO2 Gao°mpem Unm legmacam"hm.�Mao Demographics L Analysis Geography: Palm Springs, CA �L 15 - Minute Trade Area Date: 9/15/2004 Retail Retail Retail Population By Age (2003 Est) Site 1 Site 2 Site 3 0 to 4 years 6,138 6,314 6,112 5 to 9 years 6,158 6,398 6,112 10 to 14 years 6,068 6,333 5,995 15 to 17 years 3,206 3,347 3,165 18 to 20 years 2,572 2,711 2,550 21 to 24 years 3,920 4,130 3,918 25 to 34 years 10,595 11,038 10,557 35 to 44 years 13,356 13,980 13,193 45 to 49 years 6,186 6,540 6,103 50 to 54 years 5,588 5,988 5,564 55 to 59 years 5,248 5,737 5,242 60 to 64 years 5,085 5,705 5,105 65 to 74 years 9,937 11,265 10,011 75 to 84 years 7,647 8,790 7,723 85+ Years 2,469 2,764 2,500 Total Population By Age 95,290 102,226 94,954 Average Age 41.5 42.3 41.6 Population By Age (2003 Est) 15% Q Retail Site 1 Retail Site 2 Retail Site 3 10% ____________________________ _ ___________________ __________ 5% __ Palm Springs, CA Phase 1 7 Da I,S.,ros ebdms. IDe2,I,,USA,Inc..•M.Na'm-W W.--I.Uu,-,,s 2002,Medln ark R.-.111 Inc.0002.6-11 1 Dam IDcnnology.Inc 2002 Demographics Analysis Geography: Palm Springs, CA 15 - Minute Trade Area Date: 9/15/2004 Retail Retail Retail Population 16+ By Occupation (2003) Site 1 Site 2 Site 3 Administrative Support 5,482 5,832 5,365 Architecture 283 288 262 Arts 1,124 1,205 1,116 Building and Grounds Cleaning 3,282 3,381 3,313 Business Operations 463 517 464 Computer and Mathematics 177 189 176 Construction and Extraction 2,571 Z689 2,547 Education, Training, Library 1,644 1,837 1,620 Farming 88 90 91 Financial Specialists 477 542 467 Health Care 2,358 Z537 2,290 Imtallafion 1,300 1,347 1,288 Legal 343 389 343 Life 79 97 79 Management 3,556 3,856 3,503 Production 1,187 1,240 1,184 Sales 5,238 5,667 5,151 Services 11,505 12,249 11,384 Total Population 16+ By Occupation 37,344 39,749 36,902 Population 16+ By Occupation (2003) 0 Retail Site 1 Retail Site 2 Retail Site 10% __ ________ ________________________________ o% 1 FNcl - F i ¢fi. v r m 5� S¢ Palm Springs, CA - Phase 1 8 can S-r,,Cloows Lrz,Mmromanna,m 2002 W.UM,Inc,m 20U2,Namnm Ro-I.euraw, 2002.MIELu .Rompmli Inc,a2002,Geogrepem Dow T,cIm01DgY,Inc. 2002 Demographics Analysis Geography: Palm Springs, CA 15 - Minute Trade Area Date: 9/15/2004 Retail Retail Retail Civilian Labor Force (2003) Site 1 Site 2 Site 3 Unemployed 2,578 2,686 2,607 Employed 39,058 41,576 38,593 Total Civilian Labor Force 41,636 44,262 41,200 Unemployment Rate 6.2°/n 6.1°% 6.3% Population By Race (2003 Est) White 69,917 76,241 69,411 Black 2,713 Z769 2,923 American Indian 813 828 814 Asian 3,511 3,628 3,351 Pacific Islander 59 60 59 Other 15,278 15,594 15,383 Two Or More 3,227 3,340 3,246 Total Population By Race 95,518 102,460 95,192 "Hispanic Origin 34,537 35,403 34,548 Population By Race (2003 Est) 0 Retail Site 1 70/ Retail Site 2 _____ _____________________________________________________ Retail Site3 60% ___ _____'______..___________________--______-_ __________________ 50% ___ ___________________________________________________________ 40% -- ___________________________________________________________ 30% ___ _________________________________________________________ 20% ___ ________________________________________________________ ___ 10% ___ _________________________________________ 0°% , r � White Black American Indian Asian Pacific Islander Other Two Or More Spanish/Hispanic/Latino A sell-derunt ed lasnfl.t[a, for people whose ongms are from Spain,the Spanish-speaking countres of Central or South America, the Caribbean,or thane idcoufymg thems9sms generally as Spanish, Spanish-American,ac. Origin can be viewed as forestry,nahonelity,or country of birth of the person or person's parents or ancestors prior to their arrival in the United States. Palm Springs, CA - Phase 1 eom aouems Gimlets Lac,M"r-'1.na,ro 200214o115A,Inc,e 2W2.Nouoimh R,s -dr Rm 20ad,Moamninr,ri..—ii Inc,^Name,Gooempe1,emo T-i—Iog,y,Inca 20n2 Demographics Analysis Geography: Palm Springs, CA 15 - Minute Trade Area Date: 9/15/2004 Retail Retail Retail Population By Education Attained (2003) Site 1 Site 2 Site 3 Less Than 91h Grade 9.5°/a 9.0°% 9.8% Some High School, No Diploma 13.1% 12.5% 13.2% High School Graduate (Includes Equivalency) 22.9% 22.8% 22.9°% Some College, No Degree 26.3% 26.9% 26.6% Associate Degree 5.6% 5.6% 5.6% Bachelor's Degree 13.5% 14.1% 13.3°% Master's Degree 5.1% 5.3% 5.1% Professional School Degree 2.81/ff 3.0% 2.8% Doctorate Degree 0.81/0 0.9% 0.8% Palm Springs, CA - Phase I 10 ❑au S.o—DIar]Uy Inc,MI--1.m,a.Y°°l,rn,USA,Inn,11 2WL Noummi R,—.n U..—,a L°@, R—rd,Inc,©9wL G-,r,I x Dula iatlmoio°ry,Inr,a+2002 Demographics Analysis Geography: Palm Springs, CA 15 - Minute Trade Area Date: 9/15/2004 Retail Retail Retail Household Profile Site 1 Site 2 Site 3 2008 Projection 42,517 46,504 42,328 2003 Estimate 39,303 42,802 39,181 2000 Census 37,330 40,568 37,304 1990 Census 32,097 34,351 32,178 Household Change 0 Retail Site 1 Retail Site 2 Retail Site 3 '15% _____________________________________________ _______ 10% ________ _____________________ ._______ 5% -------- ____________________ ---- 0% HOUSEHOLD GROWTH 2000-2000 HOUSEHOLD GROWTH 1990-2000 Retail Retail Retail Households By Type (2003) Site 1 2 Site Site 3 �— — — Single Male 16.2% 16.0% 16.4% Single Female 18.6% 18.9% 18.8% Married Couple 41.8% 42.5% 41.5% Other Fam ly: Male Head of Household 3.No 3.5% 3.6% Other Family: Female Head of Household 9.21/0 8.9% 9.2% Non-Family: Male Head of Household 7.7% 7.4% 7.7% Non-Family: Female Head of Household 2.8% 2.8% 2.8% Palm Springs, CA - Phase I 11 DamS...r—Clwlmc Ino.Mlcmmsonv+,°ID@,fid.USA,Inv,9"Me,NaAonnl R,—e UU enmuu,12004 MeeW',I k Resea,cli In,. 2002 Ge., '..No 1.11U.I 2002 Demographics Analysis Geography: Palm Springs, CA 15 - Minute Trade Area Date: 9/15/2004 Retail Retail Retail Households By Income (2003 Est) Site 1 Site 2 Site 3 Under $15,000 5,845 6,244 5,945 $15,000 to $24,999 5,610 5,899 5,649 $25,000 to $34,999 5,106 5,445 5,133 $35,000 to $49,999 6,338 6,804 6,306 $50,000 to $74,999 6,636 7,220 6,515 $75,000 to $99,999 3,672 4,013 3,610 $100,000 to $149,999 3,310 3,764 3,241 $150,000 to $249,999 1,641 1,945 1,625 $250,000 to $499,999 434 640 494 $500,000 r 327 451 338 Total Households By Income 38,969 42,425 38,856 Average Household Income $62,772 $65,768 $62,579 Per Capita Income $37,423 $40,392 $37,852 Households By Income (2003 Est) 18% -------------------------------------------------------------- -- 0 Retail Sitel ---- 16% ---- ------------------ __ __--__------_----_-----_----_ ®Relail Sde2 14/ INReaflStM1e 3 12% -- _ __ __ _---------------------------------- 10% _- _ __ __ _---------------------------------- 6/ ______________________ 6% --------------------- 4% �,�``'� _ ,�yzk __ _ h- D2% _ -__-__ix_--- 4+ Palm Springs, CA - Phase I 12 UI,Saw cm Clnnms,La,M-.1.-%,"SOUL In.USA,Inr.,m 2W4 Nneonol R-10 J,Rnreun,m 2002,Wdiomnvk Rcnnvn Inc 112002,Geogmpnm enb 1 eminol."r I" 2US2 Demographics Analysis Geography: Palm Springs, CA 15 - Minute Trade Area Date: 9/15/2004 Retail Retail Retail Housing Units By Year Built (2003) Site 1 Site 2 Site 3 1999 to 2003 3,610 4,563 3,554 1995 to 1998 2,115 2,463 2,043 1990 to 1994 4,162 4,640 4,063 1980 to 1989 16,056 17,827 16,086 1970 to 1979 15,245 16,805 15,514 1960 to 1969 7,769 8,063 7,893 1950 to 1959 4,511 4,709 4,543 1940 to 1949 1,276 1,332 1,285 Before 1939 912 951 917 Housing Units By Year Built (2003) []Retail Site 1 30% __ __________________________________________________________________ aRetell Site2 25% ___________ _____________ ___ ________________ ______________ Retail Site 20% ________________________ -__ _______________________________ _ 15% ------- ----------------- ___ _______________________________ 10% _________________________ ___ __ ________________________ 5% -- __________ _________ 0% . 1���. '���' 19�0• Is", 111• \�'�• 1�h�. �p�• Off¢`¢ Retail Retail Retail Housing Units By Type (2003) Site 1 Site 2 Site 3 Single-Unit Detached 39.8% 39.2% 38.9% Single-Unit Attached 19.3°% 21.1% 19.5% Multi-Units 2 3.2% 3.0% 3.2% Multi-Units 3 - 19 16.6°% 15.8% 16.7% Multi-Units 20 - 19 3.4% 3.2% 3.6% Multi-Units 50+ 7.3% 7.6% 7.4% Mobile 10.1% 9.7% 10.5% Other 0.31/0 0.4% 0.3% Palm Springs, CA - Phase 1 13 Nan Spumes Clo,nns,Inc.Mm,00ubn0,1 2002,1nNOSA.Inc.,n 2002.Naoonol Rurnre'°enmmn 200d,Meomnieik RommcIi Inc,w2002.Geo°mpem Nlo Tecnnolo0ly,Ino,ti'2002 Community/9 � '` City of Palm Springs, CA Retail Site 1 Introduction Retail Site 1 is located at Tahquitz Canyon Way and Farrell Drive in the central area of the city. The figure below depicts the trade area for Retail Site 1. The trade area consists of a 15- minute drive time polygon, determined by Buxton's proprietary drive-time technology. There are an estimated 39,303 households that fall within this trade area. Please refer to the Methodology section for details on our drive-time technology. Retail Site I OTrade Area � s -� GLA in thousands I_ 4I?/7ile+lvrsJer.ltiver — _ � -- � sao ro i000 I I p el�lw - -I I I I I P�al.rn Springs�c!„ T`ahquiYz'Ganyon Way 7 I el- Dr-' Cathedral City -- I I I I _ I I Rancho Mirrr'.6 i I I ` 7 p® I — _I DESERT CROSSING LMDESI miles WESTFIELD SHOPPING TOWN PALM DESER' — — 1 — Palm Springs, CA - Phase 1 14 Dnm Sources Clnnlos Inc,a—vlsonM,v'Hat.InIUSA In, 2no?,National R moomi swan,a LRR!Modlmmam Rc eumi Inc,e'NIDJ,GcDomplilc Data Tecenulo,Inc,v'IDI12 CommunitylD® City of Palm Springs, CA Retail Site 1 15-Minute Trade Area Segmentation Each household in the U.S. can be described by one of the 50 segments, based upon its consumer habits and spending patterns. This graph depicts segments by percent of total households that comprise the trade area for Retail Site 1. A segment that represents at least five percent of a trade area is a dominant segment. The chart at the bottom of this page provides household counts and indicates the percent of all households in the trade area that are classified in each dominant segment. The next page provides a brief description of dominant segments. The methodology section of this report includes a full description of each dominant segment. Trade Area Segmentation ❑Retail Site 1 15% 40% __________________________ 35% _____________________________________________________________________________ 30% _____________________________________________________________________________ 25% —_-_______________________________________________________ _________________ 20% 16% ________________________—_—__—_—_________________—______. __________—_____ 10% __________________ ` a — L u L n _ _ ______________ 5% _______________n11r��I____r_--,__Ir�I --- ____ _ IIIr�III,, _________ �JLJ��Jl1JJC'<Yu' �,�1�1 e�_.1Y1 — 1i3 3 4 5 6 1 8 9 10 11 12 13 14 15 16 17 18 19 A 21 22 23 24 25 26 21 28 29 30 31 32 33 34 35 36 31 3B 39 40 41 42 43 44 45 46 47 48 49 50 Dominant Segments Description Households % of All Households 10 HOME SWEET HOME 2,273 5.78% 11 FAMILY TIES 2,696 6.85% 17 STARS AND STRIPES 2,017 5.13% 20 SECURE ADULTS 2,599 6.61% 23 SETTLED IN 3,092 7.86% 30 DOMESTIC DUOS 4,908 12.48% 39 ON THEIR OWN 10,292 26.16% 40 TRYING METRO TIMES 3,639 9.25% Palm Springs, CA - Phase 1 15 Dal'S.-.a Clal lm,Inv.Mmmvblonm,d'2002,Inm05A 1 20D2 Nomnul R—a.v1,°o—,a'2001 K,dia map k Rf--II In,^I2002,G-,.alum°al.1.,, 11o,,lnc 20W Community/9 V � City of Palm Springs, CA Retail Site 1 Dominant Segment Descriptions 10 HOME SWEET HOME - Typically married couples with few, if any, children living in the home, these households have above average incomes, own their homes, and are primarily concentrated in the suburbs. This segment tends to have a great deal invested in their homes and is likely to lease a vehicle. 11 FAMILY TIES - This segment generally consists of families with children who live in suburban areas in the West. They have an above average median income and have attended at least some college. This segment likes to get out and go boating, camping, bowling, and in-line skating. They are heavily insured and use direct deposit. 17 STARS AND STRIPES - This segment's population consists of young families with children. They live primarily in urban and suburban areas, have slightly above average median household incomes, and work in blue-collar occupations. They are likely to eat at quick service hamburger restaurants, frequent convenience stores, and play video games. 20 SECURE ADULTS - This segment's population consists primarily of older singles and couples without children who live in the suburbs. They are more likely to be members of fraternal orders, civic organizations, or veteran's clubs. Many Secure Adults read mature market magazines, watch prime-time television, and prefer Oldsmobile and Buick automobiles. 23 SETTLED IN - These households consist primarily of older couples or singles without children. They live in suburban areas and have slightly below average incomes. They like to stay active and enjoy doing things themselves, including minor home improvements and automobile oil changes. Their media choices are often home and garden oriented. 30 DOMESTIC DUOS - This segment's population is comprised primarily of seniors living in suburban areas. They live in one- to two-person households, with one-third of this segment receiving retirement income. These households are likely to travel domestically 15 or more nights a year and to have taken a cruise in the last three years, They enjoy mature market magazines and special television programming. 39 ON THEIR OWN - This segment's population typically consists of seniors, with some young adults also present. They live primarily in renter-occupied housing located in urban or suburban areas, and rank high in owning a hatchback automobile and frequenting convenience stores. This segment is also very likely to have a Roth IRA and watch prime-time television. Palm Springs, CA - Phase 1 16 W1,Sol.r r Bmtlws,Inc.,M,c o ,.,A'+20U,L1r.USA 202,Nnuonel Rwoomn h. ....m 202 Mvlln ,k Haza h Icc,-2=l Goo9iopom M.Tndin.1.11 Inc,m 20R2 Community/9 �a.,�����c City of Palm Springs, CA 40 TRYING METRO TIMES - Young, single parents and seniors make up this segment. They live in urban and suburban areas and are typically renters. This segment's population is more likely than average to shop at convenience stores and use prepaid calling cards. They have made several furniture and appliance purchases in the last year Palm Springs, CA - Phase 1 17 Data mumrr Clan Ius,In a.MCIDals-a,n'tooz InmusA,na,mi 2ao2,Nuumi,I R—a.an Bur con,n?UD2 Wdia mark Ni,rnmn Inc.¢DOPE,r—,rape¢Da Tecnnom9q.L¢.¢)nut Communityla -- City of Palm Springs, CA Retail Site 1 Average Daily Traffic Counts The highest traffic counts around Retail Site 1 are at the intersection of Tahquitz Canyon Way and Farrell Drive, Traffic counts on this section of road reach 26,497 vehicles per day. 13,6a7 -- - E VrIC cuela C Retad Site 11r4631 �� ]9;000 i z per, Traffic Counts "nj _ 20,864 S,Ln 22,2111, 14,036 z1.s05 ( 7 zq ewater T2ive,�- z%s I Shopping Certers L r�-Ir7�-�� S Nzleit GLA in thoI V' O 1000* E15Jg?s0 _y � 500 ea IWO —,--Pal Sprigs �\ I IWwsoo 1 V p\\Kk 0 BdaN 100 —a id Palm Springs,Regwnal I �EAll,o 17:ZI�11 Is 28,in,2- - 2111 - 26,49] -�_ TahGultz Canyol)\\\Way &'_Farrell Dr ]:717 111�5 Il />/ 20,290 1 RI,' ERd 22,704 23,598 2%,T9 4r,,,97 1 O)1]9= IG,I560 — 21,L79 27,444 MN99 - III E M4sgmre Ave 8,412� ]Uj93211411N n EP.nI G-mYan M 18.604- 29J23 Rm I 0 0.5 miles �f 33,198 Palm Springs, CA Phase 1 18 DI CIn41ns.Inc..M¢mWlonM,9'IDU$L4o0S4 Inc,m 2002.11,1-1 ReII-0,UnrvIn 20UP.Modmmaik Rmoar I1 Inc,m2UU),Coo9mpinc M1,Tul...i.,,y.Inv, /UU2 CommunitylU City of Palm Springs, CA Retail Site I 15-Minute Trade Area Demographic Summary Figures in GREY boxes indicate that Retail Site 1 ranks First for that category. Population Retail Site 1 Retail Site 2 Retail Site 3 2008 Projection 105,383 113,372 104,800 2003 Estimate 95,972 102,954 95,646 2000 Census 90,429 96,799 90,269 1990 Census 74,920 79,809 75,301 Growth from 1990-2000 20.70% 21.29% 19.88% Households 2008 Projection 42,517 46,504 42,328 2003 Estimate 39,303 42,802 39,181 2000 Census 37,380 40,568 37,304 1990 Census 32,097 34,351 32,178 Growth from 1990-2000 16.46°% 18,10°%B 15.93% Income 2003 Average Household 362,772 $65,768 $62,579 2003 Median Household Income $44,833 $46,473 544,483 2003 Per Capita Income 537,423 $40,392 $37,852 Traffic Count Vehicles Per Day 26,497 18,604 29,792 Palm Springs, CA - Phase 1 19 Onm Soe Cmnms,Inc,Nkr.-.oem,12002,L11.usn.4m. 2002.NA-1 Rmwrce Bureau 4 2°B2.Medmnmrk Reseo,cn Inc.,012B°2,Gso9repnc Mo T,dmo,og9 fnc,m 2UUI Community/U QD City of Palm Springs, CA Retail Site 1 - Secondary Trade Area Proposed Retail Site with 15-Minute & Custom Trade Areas F Retail Site 1 V 15-Minute r Yucca all, Trade Area Custom � ® Trade Area v w o a e Mol-ongo -al ey rriles I - Ban 1 g I Des1, Flotl Sp gs e Ga azon t I I ' I PalmSp,riings Tahquitz Canyon Vf/a y Farrell Dr l 1 I -e et I i Lill Idyl wild-,I; Cove - I "all�rj Dese t f — c t I I While the 15-minute trade area represents the community of Palm Springs, the custom, secondary trade area encompasses the surrounding communities and rural areas that add to the retail potential of the area. Palm Springs, CA - Phase 1 20 NO soumrsInnis bw.Min..Oldo-,c'2992,In DIUSA Iw,s 2U92,NmiI Room.od Pumnu,w Mims Mod In rim r,RIsccl'ce Inc.NON,Goo9i[nm TemnDlsns,Inc ]R92 CommunitylD q�il�p City of Palm Springs, CA Retail Site 1 - Secondary Trade Area The graph and chart below represent the household profile for the secondary trade area for Retail Site 1. Dominant segments are those segments that represent at least 5% of the households in the trade area. Households within 15 minutes Palm Springs, CA Households within Custom 39,303 Custom Trade Area Profile 63,483 45- 40 35 30 0 25 a 20 Y 1s- Y Y . Y I 10 • • I I I YppI I ! I 1 2 3 4 5 6 7 0 9 101112131415161718192021222324252E 272829303132333435363738394041424344454647484950 Segments Dominant Segments Description Households Percentage Households Percentage 10 Home Sweet Home 2,273 5.78% 11 Family Ties 2,696 6.85% 17 Stars and Stripes 2,017 5.13% - - 20 Secure Adults 2,599 6.61% 5,242 8,26% 23 Settled In 3,092 7.86% 4,629 7.29% 30 Domestic Duos 4,908 12.48% 7,117 11.21% 39 On Their Own 10,292 26.16% 11,931 18.79% 40 Trying Metro Times 3,639 9.25°% 8,494 13.38% Palm Springs, CA - Phase 1 21 nem Sonmer Clo,ius,Inc„Mvromsmnu<.°202.InmUSA Inq C,2002,Navonui Rweum11 Rumou.1 202 U 11— it Rl-dl In,112UU2,Geog,npem N.Tere..I.,,.ing P MW r Communitylg a City of Palm Springs, CA Retail Site 2 Introduction Retail Site 2 is located at E Palm Canyon Drive and Sunrise Way on the southern edge of central Palm Springs. The figure below depicts the trade area for Retail Site 2. The trade area consists of a 15- minute drive time polygon, determined by Buxton's proprietary drive-time technology. There are an estimated 42,802 households that fall within this trade area. Please refer to the Methodology section for details on our drive-time technology. I Retail Site 2 I i I - III I 1 t — I Trade Arna — I � ,Sbppo'nE Centers I WhitemferRii,er r — .,;� GLA in dio sands IOO m 5ce L I I I � Palllm Spr'i'ngs}; I — . Cathedr 6CIty Thouls'$nd halms DESERT GATEW V I E PaV l3anyon Sunr_ise Way I _ I I L _ Rancho Mirage f � I I I I L � I I I I DESERTCROSS NGI - WESTFIELD51 OPPINGTOWN PALM DESERT I — — — — — r — � I a 2 a miles® Palm Springs, CA Phase 1 22 Dau s,,,v,er GlotlNs,nip,ml­ Jona.1,1 2002r g.USA,nm.a 2UU2 Nmo��oi n����1�o���oa„-^nmt Mnoionivk aese��c�In,,mmot e�oo,�pni�ova,rooenomgiy,Inc, 2002 Community/ a City of Palm Springs, CA Retail Site 2 15-Minute Trade Area Segmentation Each household In the U.S, can be described by one of the 50 segments, based upon its consumer habits and spending patterns. This graph depicts segments by percent of total households that comprise the trade area for Retail Site 2. A segment that represents at least five percent of a trade area is a dominant segment. The chart at the bottom of this page provides household counts and indicates the percent of all households in the trade area that are classified in each dominant segment. The next page provides a brief description of dominant segments. The methodology section of this report includes a full description of each dominant segment. Trade Area Segmentation .Retail Site 2 45% ______________________________________________________________________ ------ 40% ---- ------------ - -- 35 30% _____________________________________________________________________________ 25% __________________________________________________________ _________________ 20% __________________________________ 16% __________________________________________________________ _________________ 10% -------—--------------- ----- -------- ------- - 5% --------------- ._ __ --"------- ____________ ______---------- 1 2 l 4 5 6 1 4 9 10 11 4 13 14 15 16 1.1 18 19 NI 31 22 23 24 15 26 D 26 29 30 31 32 33 34 35 36 31 38 39 40 41 42 43 44 45 46 41 49 49 So Dominant Segments Description Households % of All Households 10 HOME SWEET HOME 2,278 5.32% 11 FAMILY TIES 2,696 6.29% 20 SECURE ADULTS 3,097 7.23% 23 SETTLED IN 3,966 9.26% 30 DOMESTIC DUOS 5,756 13.44% 39 ON THEIR OWN 10,630 24.81% 40 TRYING METRO TIMES 3,640 8.50% Palm Springs, CA - Phase 1 23 Nlm Smn ,,Cl ,os 6a,M..--n1.W 2002,In(QUSA.Inv,m N°),National R,1-11 Bnmon.'C 200,Mo9inmaM1 Perwemi Inc..u,d°°L G—,r,,.c Cam Teclmologiy.Inc.d'202 ' Community/9lPs City of Palm Springs, CA Retail Site 2 Dominant Segment Descriptions 10 HOME SWEET HOME - Typically married couples with few, if any, children living in the home, these households have above average incomes, own their homes, and are primarily concentrated in the suburbs. This segment tends to have a great deal invested in their homes and is likely to lease a vehicle. 11 FAMILY TIES - This segment generally consists of families with children who live in suburban areas in the West. They have an above average median income and have attended at least some college. This segment likes to get out and go boating, camping, bowling, and in-line skating. They are heavily insured and use direct deposit. 20 SECURE ADULTS - This segment's population consists primarily of older singles and couples without children who live in the suburbs. They are more likely to be members of fraternal orders, civic organizations, or veteran's clubs. Many Secure Adults read mature market magazines, watch prime-time television, and prefer Oldsmobile and Buick automobiles. 23 SETTLED IN - These households consist primarily of older couples or singles without children. They live in suburban areas and have slightly below average incomes. They like to stay active and enjoy doing things themselves, including minor home improvements and automobile oil changes. Their media choices are often home and garden oriented. 30 DOMESTIC DUOS - This segment's population is comprised primarily of seniors living in suburban areas. They live in one- to two-person households, with one-third of this segment receiving retirement income. These households are likely to travel domestically 15 or more nights a year and to have taken a cruise in the last three years. They enjoy mature market magazines and special television programming. 39 ON THEIR OWN - This segment's population typically consists of seniors, with some young adults also present. They live primarily in renter-occupied housing located in urban or suburban areas, and rank high in owning a hatchback automobile and frequenting convenience stores. This segment is also very likely to have a Roth IRA and watch prime-time television. 40 TRYING METRO TIMES - Young, single parents and seniors make up this segment. They live in urban and suburban areas and are typically renters. This segment's population is more likely than average to shop at convenience stores and use prepaid calling cards. They have made several furniture and appliance purchases in the last year Palm Springs, CA - Phase 1 24 mm,somou Gunms uiv.Mic,ovinoo®."mo:mmus0.In<,m^zaoz N^mnoi aeaevni Runmi.'�AN maoiomn,e ao..n 11 1,1c..'1VOU2,Ge ,.,nc oau T.,, I.,i,In ."+20W r- Community/U City of Palm Springs, CA Retail Site 2 Average Daily Traffic Counts The highest traffic counts around Retail Site 2 are along E Palm Canyon Drive near Sunrise Way, Traffic counts on this section of road reach 18,604 vehicles per day. Traffic counts along E Palm Canyon Drive near Farrell Drive reach 29,323 vehicles per day. J z PalrrSp(hnngs Regional Ret2il'SRe2 \\\I\(�\ Traffic Counts Tahqun]N,192,11 fay W 6,2 291 26;19] '� Shopping Centers \\) GLA in dtousands 16,135 J4 2II129N O IWO+ 13;]1] ERam�n Rtl 22,704 23$9N 2n,]79 YN,1'J9 10,1T1 16,% -= ( I I_. ) . 5pp ro low 2],gAA ,,yy 19189) T 211� IN-s00 I y l00 FMaqurteA e } C csgwle Ave' , a I,412 ]0,2 E aimc you or 04— 29,913 I .J h E Pal -Cans on Dr&,Sunrise Way 33,198 P Ell W I I o Palm Springs o miles r — — — Palm Springs, CA - Phase 1 25 D,I,S., c,,Cmnms,Inc IDa2lnbnSA,Inc.Y IDO{NauonaIRenomh Bmaea,m)01W,Wda rkR,0o IlIno.%^ID04 GeoympM1m Dnw Tevnnmoyry,Inc.Y'LOOL ® CommunitylD q City of Palm Springs, CA Retail Site 2 15-Minute Trade Area Demographic Summary Figures in G RFY boxes indicate that Retail Site 2 ranks first for that category. Population Retail Site 1 . •i I Retail Site 3 2008 Projection 105,383 113,372 104,800 2003 Estimate 95,972 102,954 95,646 2000 Census 90,429 96,799 90,269 1990 Census 74,920 79,809 75,301 Growth from 1990-2000 2070% 21.29%A 19.88% Households 2008 Projection 42,517 46,504 42,328J 2003 Estimate 39,303 42,802 39,181 2000 Census 37,380 40,568 37,304 1990 Census 32,097 34,351 32,178 Growth from 1990-2000 16,46% 18,10% 15.93% Income 2003 Average Household $62,772 $65,768 $62,579 2003 Median Household Income $44,933 $46,473 $44,483 2003 Per Capita Income $37,423 $40,392 $37,852 Traffic Count Vehicles Per Day 26,497 18,604 29,792 Palm Springs, CA - Phase 1 26 Oam Sources Glm iLas,Inc,Mmmvmoncn.0 2002,InOaSA.Inc,1120024 Nnuonal Resenrcn a-an,a'LUUL Meeiumark Researcl,Inr,02OU2,Goo9rcpmo Hum Totlumbyiy,Inc IOU2 CommunitylD® '` ` City of Palm Springs, CA Retail Site 2 - Secondary Trade Area Proposed Retail Site with 15-Minute &� CCustom- Trade Areas Retail Site 2 15-Minute 0 Trade Area Y Vaf d Custom ® Trade Area �Morongo'Ualley 0 4 6 f n111es Ban. g I - - pose _ o' Spr' gs- L r e b -ti C_sba20 I I I � c _ -P_almlSpr'ii rigs . E Palm Canyon Dr I. S.unrise Way I Ra,eho,�IV`',Ilirage- F'le�;n - hyllwild ne Cove, �I I I i Ill ` I While the 15-minute trade area represents the community of Palm Springs, the custom, secondary trade area encompasses the surrounding communities and rural areas that add to the retail potential of the area. Palm Springs, CA - Phase 1 27 D,w Sonnies Lmnl s,hm.Mmma M,,1)00? InluUSA,Inc 0 200),Uonm Ruse-1,Rn,eon,12002 Meolnnimk R-,e'fli Ino,1,2002,Giagiepuir porn Tul—ln,,,ha,1 2002 Communitylg ( ) 1 City of Palm Springs, CA Retail Site 2 - Secondary Trade Area The graph and chart below represent the household profile for the secondary trade area for Retail Site 2. Dominant segments are those segments that represent at least 5% of the households in the trade area. Households within 15 minutes Palm Springs, CA Households within Custom 42,002 Custom Trade Area Profile 63,483 45 40 35 30- m 25 3 0 20 r 15 f rX Xr 10 y M Xll 5 + X X� p X BMM �I 1 2 3 4 5 6 7 8 9 10111213141516171919202122232425262728293031 3233343536373B394041 424344454647494950 Segments Dominant Description Households Percentage Households Percentage Segments 10 Home Sweet Home 2,278 5.32% 11 Family Ties 2,696 6.29% - - 20 Secure Adults 3,097 7.23% 5,242 8.26% 23 Settled In 3,966 9,26% 4,629 7.29% 30 Domestic Duos 5,756 13.44% 7,117 11.21% 39 On Their Own 10,630 24.81% 11,931 18.79% 40 Trying Metro Times 3,640 8.50% 8,494 13.38% Palm Springs, CA - Phase 1 28 Nn S-r—Clunuu'.Inc,Mlvi 1.11m,e"2004InfoUsh Ino,A L°°L N.-m i R--11 B,.—w.1 2002,Me.—,0.Rn-,,Ino Nu Te,l-.,,,Ino.M 2002 CommunitylU a City of Palm Springs, CA Retail Site 3 Introduction Retail Site 3 is located at Palm Canyon Drive and Tahquitz Canyon Way on the western edge of the city. The figure below depicts the trade area for Retail Site 3. The trade area consists of a 15- minute drive time polygon, determined by Buxton's proprietary drive-time technology. There are an estimated 39,181 households that fall within this trade area. Please refer to the Methodology section for details on our drive-time technology. L — [Des eJtgHot Sp��i ngs — — * Retail Site DTrade Area qil _ I Shoppine Centers GLA in chousands — I O 1006t �YR-/iiletvnler River' • `°I� / I I I I Palm Sp ings iCadhedeal (I I c Canyon Dr & i a'hqulihz Ca on Way 1 _ I I I I I L _ �I I IFenel,9rM ill eye _ I I I r I DESERT CROSSINGr 0 2 4 WESTFIELDSHOPPINIGTOWN PALM DESER 7Cq'JI r — L - - - - - MISS I I 1 f 5 Palm Springs, CA Phase 1 29 Data Sources Gloms Inc..MvmvivbnR,mi AID,Inr.USA I A"2O2,Novanol R...n 11 3wneu.'c"111119,Metl, att Rea a n Inc,"ZO02,Geogmpinc Data TeIna.I.ry,In,.T'2002 CommunitylD® QD City of Palm Springs, CA Retail Site 3 15-Minute Trade Area Segmentation Each household in the U.S. can be described by one of the 50 segments, based upon its consumer habits and spending patterns. This graph depicts segments by percent of total households that comprise the trade area for Retail Site 3. A segment that represents at least five percent of a trade area is a dominant segment. The chart at the bottom of this page provides household counts and indicates the percent of all households in the trade area that are classified in each dominant segment. The next page provides a brief description of dominant segments. The methodology section of this report includes a full description of each dominant segment. Trade Area Segmentation Retall Site 3 45% 40% 35% ------.._ ---"'----- ------------------------------------ 30% 25% - - - -------------- -- -- - ----------- 20% - --- ----------------- ts% ----------—----- ---- 10% ------------- ------ ---------- --------------- o� -----�� ---- � -}-- ------------ -- -- ------ 1 2 3 4 5 6 7 9 5 10 11 12 13 14 15 16 17 13 19 X 21 22 23 24 25 26 27 26 29 la 21 32 33 34 35 36 32 3e A 40 41 42 43 44 43 46 47 40 49 50 Dominant Segments Description Households % of All Households 11 FAMILY TIES 2,628 6.70% 17 STARS AND STRIPES 2,017 5.14% 20 SECURE ADULTS 2,623 6.69% 23 SETTLED IN 3,104 7.91% 30 DOMESTIC DUOS 4,992 12.73% 39 ON THEIR OWN 10,328 26.33% 40 TRYING METRO TIMES 3,839 9.79% Palm Springs, CA - Phase 1 30 Oaa S--,0-1.,Inc.Mmom.....D.T'2002InlollSA.Lr,,m2°°G Nc1-nIR--Jidorea,r,"'1002,Mrelmmprk R—nr'clr In,,"NW,G-Urapinc°aw Teclrnolaui Inc.N 202 Community19 a = City of Palm Springs, CA Retail Site 3 Dominant Segment Descriptions 11 FAMILY TIES - This segment generally consists of families with children who live in suburban areas in the West. They have an above average median income and have attended at least some college. This segment likes to get out and go boating, camping, bowling, and in-line skating. They are heavily insured and use direct deposit. 17 STARS AND STRIPES - This segment's population consists of young Families with children. They live primarily in urban and suburban areas, have slightly above average median household incomes, and work in blue-collar occupations. They are likely to eat at quick service hamburger restaurants, frequent convenience stores, and play video games. 20 SECURE ADULTS - This segment's population consists primarily of older singles and couples without children who live in the suburbs. They are more likely to be members of fraternal orders, civic organizations, or veteran's clubs. Many Secure Adults read mature market magazines, watch prime-time television, and prefer Oldsmobile and Buick automobiles, 23 SETTLED IN - These households consist primarily of older couples or singles without children. They live in suburban areas and have slightly below average incomes. They like to stay active and enjoy doing things themselves, including minor home improvements and automobile oil changes. Their media choices are often home and garden oriented. 30 DOMESTIC DUOS - This segment's population is comprised primarily of seniors living in suburban areas. They live in one- to two-person households, with one-third of this segment receiving retirement income. These households are likely to travel domestically 15 or more nights a year and to have taken a cruise in the last three years. They enjoy mature market magazines and special television programming. 39 ON THEIR OWN - This segment's population typically consists of seniors, with some young adults also present. They live primarily in renter-occupied housing located in urban or suburban areas, and rank high in owning a hatchback automobile and frequenting convenience stores. This segment is also very likely to have a Roth IRA and watch prime-time television. 40 TRYING METRO TIMES - Young, single parents and seniors make up this segment. They live in urban and suburban areas and are typically renters. This segment's population is more likely than average to shop at convenience stores and use prepaid calling cards. They have made several furniture and appliance purchases in the last year Palm Springs, CA - Phase 1 31 Dam Saernn.Clamor,no,M¢rw'..."..12001 no.USA,In,,1 2004 Na.oiol Rnmarcli R000nn,a 2004 Mod emark Remorcn Inc.P2402.Gaogmpinc Dow Taconologq,Inc,n 202 Community/9 QD City of Palm Springs, CA Retail Site 3 Average Daily Traffic Counts The highest traffic counts around Retail Site 3 are at the intersection of Palm Canyon Drive and Tahquitz Canyon Way. Traffic counts on this section of road reach 28,792 vehicles per day. 13,67 T = L —� Retail Site 3 FM19413 A of TralfiCCounts 19,]84 g— � RIhNfi4 Shopping Centers 14,036 z3,3os 'O GIA In dlowands —N� Palm Springs Palm Springs Regional O 1000+ 15a1zf 1%, uamp�'o� �� �� � soo rn 1000 ��ss (\\ O l0ams00 lI �\)�\ O ed. IN J ,, � �Aklo Rtl 13,71] 1 E Amado Rd Palm Ganyon Dr & �8,1 2 - M 11 36.491 — - -- Tahgluitz Canyon ay 16.115 I 15.�7J17 16,560 Rion Rd 2.704 9N I 10�10,9 I _ 3'I,IJY 111 fll%99 ICJ I _ 1 i E _ 9, I EPalm GapY�Dr 1N,604 29,32T — 0 0.5 1 miles r f I Palm Springs, CA - Phase 1 32 DeN Snur—Clm6os,Inc,Maiuvmo,A{^'M02,Inro05A,Inc.,201 Neaunnl Rmrnrrn anreao,' 20OZ Madlamark R—ardi Inc.9202,Gnograplvc Mc Tocnnolog,Nm.i'202 Communitylg °q City of Palm Springs, CA Retail Site 3 15-Minute Trade Area Demographic Summary Figures in GREY boxes indicate that Retail Site 3 ranks first for that category. Population Retail Site 1 Retail Site 2 2008Pro'ecGon'....�_.................„,.,.......,,.,,....,.,.._ ..-105,383.. .,., 113 372 104,800 2003 Estimate 95,972 102,954 95,646 2000 Census 90,429 96,799 90,269 1990 Census 74,920 79,809 75,301 Growth from 1990-2000 20.70% 21.29% RE% Households 2008 Projection 42,517 46,504 42,328 2003 Estimate 39,303 42,802 39,181 2000 Census 37,300 40,568 37,304 1990 Census 32,097 34,351 32,178 Growth from 1990-2000 16.46% 18.10% 15.93% Income 2003 Average Household S62,772 $65,768 $62,579 2003 Median Household Income S44,833 $46,473 S44,483 2003 Per Capita Income 537,423 $40,392 $37,852 Traffic Count Vehicles Per Day 26,497 18,604 29,792 Palm Springs, CA - Phase 1 33 Date So„roes Clantas.Inc.Mlcr-151-0,°'2002,IIItoUS&Inc,c 2002r N,e..w Rmoeo.li Baum,,i lee].Mommnma Rmcartl,Inc,"O002,Geoq,epll W.Tnuowlogry,In,, 2002, Community/0" � �-N City of Palm Springs, CA Retail Site 3 - Secondary Trade Area Proposed Retail Site with 15-Minute & Custom Trade Areas — r Retail Site 3 15-Minute a Trade Area �� r YuceamUaley - Custom ® Trade Area qorongoVa,ih 5 a 4 e s miles i Y � Be l C I , -.I I -- Desert.'Hot=Springs Cabazon I I L 1 r �rP'a_ll�°°m'Spr-ings _ _ e Palm Canyon Dr &t \ near C-'e Tahquitz Canyon Way ' � I Raneho M rage - ]dYi1wild-P neZCove � I I 1 While the 15-minute trade area represents the community of Palm Springs, the custom, secondary trade area encompasses the surrounding communities and rural areas that add to the retail potential of the area. Palm Springs, CA - Phase 1 34 W,S-n,,,Cinrlmc u¢.,mvmvi-A tr moz I rim USA Inv,m moz N,e—n I R,vorlh RI-ILJ,m tuoL Me11—.0 Ytesenivn Inc,s2002 GmSiuVlAc Wlm Tud... ,mo.9 ZUU2 Community/9 °ta`�' City of Palm Springs, CA Retail Site 3 - Secondary Trade Area The graph and chart below represent the household profiles for the secondary trade area For Retail Site 3. Dominant segments are those segments that represent at least 5% of the households in the trade area. Households within 15 minutes Palm Springs, CA Households within Custom 39,181 Custom Trade Area Profile 63,483 45 40 35 30 g 25 a 20 I I 15 � II 10 1 �� 11 f _ 0 r1 1 2 3 4 5 6 7 8 9 10 111213 14 15 16171819202122 23 2425 26 27 2B293031 323334 35363738394041424344 45 46 474B4950 Segments Dominant Segments Description Households Percentage Households Percentage 11 Family Ties 2,628 6.70% 17 Stars and Stripes 2,017 5.14% - - 20 Secure Adults 2,623 6.69% 5,242 8.26% 23 Settled In 3,104 7.91% 4,629 7.29% 30 Domestic Duos 4,992 12.73% 7,117 11421% 39 On Their Own 10,328 26.33% 11,931 18,79% 40 Trying Metro Times 3,839 9.79% 8,494 13.38% Palm Springs, CA - Phase 1 35 Nu S-r—CI-1,,in,Mlnwv i.nS,a 2O2'""USA Inq¢'XT),Nnilaiml R—,di Bw—,i,a ID°{Mrdlemnie R,1-111 Inc,n12U(e,G-1.,nn nvie TA.-I.,,Inc.11 E°°L CommunitylD® City of Palm Springs, CA Methodology: Household Segmentation Introduction CommunitylD uses the latest technologies, including extensive databases and geographic information systems, to analyze a community's retail potential. This section describes the research methodologies. Segmentation and Profiling Segmentation is a standardized method of classifying, sorting, and grouping households. Segmentation classifies households into distinct socioeconomic groups and measures customers according to lifestyle and behavior patterns. The CommunitylD process identifies and analyzes all the households in the community's drive-time trade area. Based on over 2,500 categories of lifestyle, purchase behavior and media reading and viewing habits, the households in your community are profiled to gain an understanding of the types of retailers that would be attracted to your community. Our in- house databases include traditional demographic data as well as the most current psychographic lifestyle information for over 112 million households and up to six individuals living in each of these households. The following map shows an example of households that have been assigned a segment. Segments oil 015 016 017 -e_ •m• 018 020 © *22 025 • ® 0 • 026 027 • 028 1 029 0o ° o 030 o'W o 031 �111 • ° ° p O 035 o/ ° 41• oo q41 ® 042 043 O 046 Households by Segment (example) Palm Springs, CA - Phase 1 36 UnuSmucm,CInnW,Inc..Memmnon-,e"NUL[n.USP,Inc,-2UU4NaeoimlR--hpumnc,"2OU2,WOP—AF?, nrciInc,''n'20026eogmpinc Dom Tnclmolugry Inc,cV 2002, _ CommunitylD® City of Palm Springs, CA Methodology: Household Segmentation The advantage of this system is the ability to integrate behavioral, demographic, and, most importantly, consumer spending habits into models that describe any household in the United States. These models not only describe age, income, and education, but also the investments and purchases a household is likely to make. The customer segmentation system has been thoroughly tested and is well recognized by retailers, services and restaurants. CommunitylD identifies 50 customer segments nationally, ranging from "Upper Crust" at the highest level of the socioeconomic continuum to "Urban Singles" at the lowest level. The importance of customer segmentation to this study is that once the dominant segments of the area are known, this "profile" will be recognizable to any retailer in the country. For example, if it is discovered that segment one, "Upper Crust" appears with more frequency in the study site trade area than the national average, retailers who market to that segment may find the area attractive as a new location The figure below shows the household segmentation profile for the United States. U.S. Segmentation Profile 10 - g_ 8- p e 6- 1 5- • _. _ C a 4- _ n 9 t 2- 1 2 3 d 5 6 9 8 9 10 11 12 13 19 15 16 12 18 19 20 21 22 23 24 25 26 29 28 29 30 31 32 33 34 05 36 n 38 39 40 it C 43 Ji 45 46 V] 48 49 50 Palm Springs, CA - Phase 1 37 Nu Sai,r—Clnntns.lu Mamvi,-m ,"H02,111 oUSA h¢„s�)00I ,N .—I R--h B,—w.'b 2002,Meaienwe0 RmonrEi In..12QU2.Ga..mpin"N.Tevlmo,,Inc,1�2001 S epnent CommunitylD® �����= City of Palm Springs, CA Methodology: Drive-Time Trade Area Drive-Time People today shop by convenience, and measure distance in time, not miles. Therefore, CommunitylD utilizes a comprehensive database that can determine the time it takes to travel between any two points anywhere in the U.S. A custom drive-time trade area is determined for your sites based on how far customers are willing to travel to purchase various products and services. Traditional trade area methodology uses concentric rings around a retail site location. Concentric rings do not account for both human behavior and physical geography that may influence how and why a customer patronizes a retail area. Because of the limitations with concentric rings, Buxton has developed the technology required to define a trade area according to the amount of time it takes to drive to a location. A drive-time is the surrounding geography of a site where individuals in a household can reach that site within a set amount of time, such as 15-minutes. Unlike a circular trade area definition, a drive-time trade area can be irregularly shaped because of the particular configuration of the local road network, differences in maximum speeds on various roads, geographic barriers, etc. Palm Springs, CA - Phase 1 38 gala Sou,—emmas.Np Miu ww.nl,"H(C In r,USA Inc,�2002 Neemmi Ra ,ctl B—clu.0 202 Meemnian Reseamn 6m,QOM Cc 101 A131ac Nmi Tomnolrn 1,mc."2002 CommunitylD® City of Palm Springs, CA Methodology: Retail Trade Potential CommunitylD uses the Consumer Facts database to determine the demand for products and services in your trade area compared with demand in similar areas in California. The Consumer Facts database is built using information from the Consumer Expenditure Survey, Personal Consumption Expenditures, National Income and Product Accounts, and the Census of Retail Trade. The database provides current-year estimates of consumer spending on more than 400 different products and services. The estimates incorporate both regional differences in spending and future changes in demographics. Refer to Appendix C for the consumer facts results for the zone trade areas under analysis. Palm Springs, CA - Phase 1 39 Cem S,a.-Clnnms,Inc,Mo-1,1.n®,W 202,In USA Inc.M e004 WInav I9mn,1111 BI,m,.021112,Maaiamaiu ftes ,Inc.,12002.mogmpnm Dam TecIn bgry Ine m 2002 CommunitylD® City of Palm Springs, CA Methodology: Glossary Average Household Income — The total income of a geography divided by the number of households in the same geography. Cannibalization — A situation in which one retail site attracts (cannibalizes) customers from an existing retail site of the same retailer, reducing the existing store's customer base and sales. Simply, it is the loss of sales of an existing store when a new store location opens nearby. Demand — The amount spent on a commodity within a certain geography in relation to the average amount spent on that commodity. Drive-Time — The surrounding geography of a site where individuals in a household can reach that site within a set amount of time, such as ten minutes. Unlike a circular trade area definition, a drive-time trade area can be irregularly shaped because of the particular configuration of the local road network, differences in maximum speeds on various roads, geographic barriers, etc. Median Household Income — That income figure within a geography where half the incomes are higher and half are lower. Psychographics — Household-level lifestyle patterns, behavior, and purchasing habits of a particular consumer, as opposed to traditional demographics which provide general information about income, age and ethnicity. Retail Trade Potential — The estimate of total retail sales that could potentially exist within a geography based on the Survey of Retail Trade, demographics, and retail sales forecasts. Segmentation — A standardized method of classifying, sorting, and grouping households. CommunitylD identifies 50 customer segments nationally, ranging from "Upper Crust" at the highest level of the socioeconomic continuum to "Urban Singles" at the lowest level. Trade Area — The geography where the majority of a retailer's customers reside, usually expressed in distance or time. The zone trade area profile illustrates the households existing within the trade area for the zone. Typically, profiles of the trade area will illustrate a more representative picture of what segments are most likely to be core customer segments because it encompasses a larger area and number of households. Urbanicity— A method of classifying communities based on their level of urbanization and proximity to metro areas in urban counties. Zone — That area defined by community representatives as of interest for retail development or revitalization. The zone boundary tends to be geometric, or to follow the road network or natural features. Palm Springs, CA - Phase 1 40 Data Som'vm.Marl Las.Its,Mat ovl,mn®,n+21O2,InfoO9A Inc.d'202,Nat-aI Ras- 1,pu¢nu.M 2OD2 Mealamwk R's—l'Inv.%2002,Gna...Its Naw Ta 1,ad.,,In,.&DOW _ Community/9 ��1� = City of Palm Springs, CA Methodology: Segment Summaries and Full Descriptions Introduction This section contains brief segment summaries for all 50 segments followed by detailed segment descriptions of the dominant segments. Brief Segment Summaries 1 UPPER CRUST - These households typically consist of families with older children. They live in the suburbs, have very high incomes, and advanced educations. This segment is over 85% more likely to work in white-collar jobs, as it ranks first in the percentage of people who work in executive managerial and sales occupations. Upper Crust members actively invest in stocks, mutual funds, and IRAs. 2 LAP OF LUXURY - These families are homeowners with children living in the suburbs. They have very high incomes, advanced educations, and work In white-collar occupations. Lap of Luxury members have an abundance of household amenities, such as hot tubs, fireplaces, and central air conditioning. They read business/finance and airline magazines. 3 ESTABLISHED WEALTH - These households are homeowners who typically reside in suburban areas and are more likely to be couples without children. This segment works in white-collar, sales, executive, and managerial occupations. These households purchase items online, read a variety of magazines, and are twice as likely to use a variety of financial services, including mutual funds, money market accounts, and IRAs. 4 MID-LIFE SUCCESS - These households have very high incomes and own their suburban homes, whose value is two-and-a-half times the national average. They work in white- collar occupations-such as sales, use discount brokers to purchase stocks, and stay informed by reading news and travel magazines. 5 PROSPEROUS METRO MIX - These families are typically married couples with young children who live in urban and suburban areas. They have high incomes and advanced educations, are homeowners, and work in white-collar occupations. They are likely to own high-end electronic equipment, such as video cameras, personal computers, and TVs with "picture-in-a-picture" function. 6 GOOD FAMILY LIFE - These families have above average incomes and typically consist of married couples with children. Over 85% of these households are located in rural areas, but their property value is 49% higher than the national average. This segment is very active in sports and outdoor activities. Their reading and television habits are also sports oriented. Palm Springs, CA - Phase 1 41 Gam Smiscc(ll r'm'I W,omscnm,m2JU2,InIOI15q Inr,-Z002,Nnllonnl INe-11 Burn at,d'2002,WO—rkR—nrcli Inc.v202,Gcogmphn Dam Tcclmologly,Inc,02UUI CommunitylD° (a City of Palm Springs, CA 7 COMFORTABLE TIMES - These are typically high-income households, with slightly older than average married couples or families. They typically live in the suburbs, own their home, have a high level of education, and work in white-collar occupations. They are very civic minded, belonging to veteran's clubs, contributing to public broadcasting, and writing to elected officials. 8 MOVERS AND SHAKERS - Typically, these households contain employed singles and couples with no children. They live in the suburbs and have high incomes and advanced educations. Members of this segment are likely to visit museums and attend live theater. Movers and Shakers are active Internet users who shop, bank, and make purchases online. 9 BUILDING A HOME LIFE - Typically married couples with children, these households live in detached single-family units. They have above average incomes and are most likely to live in suburban areas. This segment has a high concentration of "do-it-yourselfers." Many purchases are used in home improvement and car repair projects 10 HOME SWEET HOME - Typically married couples with few, if any, children living in the home, these households have above average incomes, own their homes, and are primarily concentrated in the suburbs. This segment tends to have a great deal invested in their homes and is likely to lease a vehicle. 11 FAMILY TIES - This segment generally consists of families with children who live in suburban areas in the West. They have an above average median income and have attended at least some college. This segment likes to get out and go boating, camping, bowling, and in-line skating. They are heavily insured and use direct deposit. 12 A GOOD STEP FORWARD - This segment's population is comprised primarily of 25 to 44 year olds living in one- or two-person, non-family households. They are concentrated in urban areas, rent their homes, and have above average household incomes. Members of this segment are travelers and enjoy going to movies. They use the Internet heavily when it comes to financial services. 13 SUCCESSFUL SINGLES - This segment's population contains renter-occupied, non-family households, containing one or two persons located in urban areas. This segment ranks first in terms of foreign travel. Successful Singles are likely to use financial services, such as a discount broker, own an American Express card, and have mutual funds. 14 MIDDLE YEARS - This segment's population has an above average income level, is primarily over the age of 50, and typically works in white-collar occupations. Middle Years are likely to belong to AAA, maintain a sweep account, and own a hot tub. They enjoy reading travel and airline magazines, as well as listening to all news radio. Palm Springs, CA - Phase 1 42 Data karoaa Call lto,Inc,MJLm 111O 59,u,,ID2,1,10U$H,to.m?UU2r Nnuonal Roman h, a.,R 2U92 Mnomnwk N,s .aju Inc,t.2m.Goo yiapbc Dot iecliwlo9q,Inc,a 2002 Communitysig oM`r City of Palm Springs, CA 15 GREAT BEGINNINGS - These households typically consist of one or two young adults who reside in urban and suburban areas. This segment is likely to own a Honda and purchase gasoline using a debit card. They also tend to listen to modern rock radio stations and read weekly news and entertainment magazines. 16 COUNTRY HOME FAMILIES - These households typically consist of married couples with children who live in rural areas. They have a median household income slightly above the national average and enjoy outdoor activities such as hunting and camping. They tend to own motor homes, boats, rifles, and fishing equipment. 17 STARS AND STRIPES - This segment's population consists of young families with children. They live primarily in urban and suburban areas, have slightly above average median household incomes, and work in blue-collar occupations. They are likely to eat at quick service hamburger restaurants, frequent convenience stores, and play video games, 18 WHITE PICKET FENCE - This segment's population usually consists of suburban families with one or two children. Many of these households enjoy bingo, bowling, and home delivery meals, such as pizza. They use credit unions and have personal loans for home improvement projects. They have a median household income just below the national average and work in blue-collar occupations. 19 YOUNG AND CAREFREE - This segment's population consists primarily of college educated young adults without children. They have a slightly below average median household income and are likely to work in white-collar occupations. This segment tends to use discount broker services, own real estate, bank by mail, and enjoy morning news programs. 20 SECURE ADULTS - This segment's population consists primarily of older singles and couples without children who live in the suburbs. They are more likely to be members of fraternal orders, civic organizations, or veteran's clubs. Many Secure Adults read mature market magazines, watch prime-time television, and prefer Oldsmobile and Buick automobiles. 21 AMERICAN CLASSICS - This segment is comprised of older singles and couples who live primarily in suburban areas. They are no more likely to own than rent their homes. They are also likely to own or lease a Buick and have their oil changed at a gas station. This segment watches a great deal of television, particularly during the daytime. 22 TRADITIONAL TIMES - This segment's population is a good mix of married and single persons with some children present. They have below average incomes, live in suburban areas, and work in blue-collar occupations. They are likely to frequent restaurants like Bob Evans, Cracker Barrel, and Friendly's. Palm Springs, CA - Phase 1 43 Dom Sources Clams,Ins,Mr—son.,e 2UU41nmo96 lore.0 202,Nor onaI Ran-dI Rmnmi,n 202 Mnommark Resamtli Irk,dn2002,G,agmpmc Gam Trcl noiagv,,Inc,m 2UU2 Community/9 City of Palm Springs, CA 23 SETTLED IN - These households consist primarily of older couples or singles without children. They live in suburban areas and have slightly below average incomes. They like to stay active and enjoy doing things themselves, including minor home improvements and automobile oil changes. Their media choices are often home and garden oriented. 24 CITY TIES - This segment's population consists primarily of families with a relatively large number of children. They live primarily in urban areas and tend to work in blue-collar occupations and take public transportation to work. They are likely to frequent convenience stores, belong to religious organizations, own video game systems, and purchase women's designer clothes and jewelry. 25 BEDROCK AMERICA - This segment's population consists of families with children who live primarily in rural areas. These households have a median income below the national average and own their homes. They prefer to dine out or order home delivery meals and often shop at convenience stores. Media preferences lean towards country music and outdoor magazines. 26 THE MATURE YEARS - This segment's population consists mostly of older singles and couples living in suburban areas. They have income and education levels below the national average. This segment is comprised of active adults who enjoy volleyball, softball, hunting, and other outdoor activities. They are very likely to access financial accounts online and use the yellow pages. 27 MIDDLE OF THE ROAD - This segment's population lives primarily in rural areas and consists of households with children. They are likely to work in blue-collar occupations, particularly the farming, forestry, and fishing industries. They are likely to drive a hatchback, use a Laundromat, and travel between six and 10 miles to a grocery store. 28 BUILDING A FAMILY - These are slightly younger than average households with children who live in rural areas. They work in blue-collar occupations and are equally as likely to own as to rent their homes. This segment eats on the go and is likely to frequent fast-food restaurants. They enjoy reading magazines and watching prime-time television. 29 ESTABLISHING ROOTS - This segment's population consists primarily of larger families living in rural areas. These households are very likely to work on home improvement projects, as they tend to purchase home fixtures and do their own remodeling. They are likely to eat at fast-food restaurants and frequent convenience stores. Palm Springs, CA - Phase 1 44 pals Sm,aes Clan Las,Lrt. 2002 ImoUSA,Inc,m 20N,Nm.In l R—I-II 0. c.v^20OZ Meeinmark Reseami I-,'I R02.Ge ,,,,,pals Tednmlo9iy,Im." 2002 CommunitylD® City of Palm Springs, CA 30 DOMESTIC DUOS - This segment's population is comprised primarily of seniors living in suburban areas. They live in one- to two-person households, with one-third of this segment receiving retirement income. These households are likely to travel domestically 15 or more nights a year and to have taken a cruise in the last three years. They enjoy mature market magazines and special television programming. 31 COUNTRY CLASSICS - This segment's population lives in rural areas and contains mature couples and some children. They are likely to own or lease a Buick and are members of veteran's clubs. They travel greater distances to reach grocery stores. Country Classics are likely to own certificates of deposit and enjoy gardening magazines. 32 RETRO SINGLES - This segment consists of relatively young singles and some couples with small numbers of children present, They are more likely to rent, live in urban areas, and have below average incomes and education levels. Metro Singles are likely to frequent convenience stores, and are employed primarily in blue-collar occupations. They are likely to use a savings and loan and prepaid calling cards. 33 LIVING OFF THE LAND - This segment's population consists of married couples who live primarily in rural areas and have larger than average household sizes. They have below average median incomes, own their homes, and are likely to be employed in the fishing, farming, and forestry industries. People in this segment are likely to go hunting, own real estate, and have a satellite dish. 34 BOOKS AND NEW RECRUITS - This segment's population consists of young, single adults who live in rental or group quarters in urban and suburban areas. They have an above average education but below average median income. They are likely to purchase designer jeans, eat pizza, have a student loan, read entertainment magazines, and play baseball or softball. 35 BUY AMERICAN - This segment's population consists primarily of married couples with children who reside in suburban and rural areas. They are less likely to be educated beyond the high school level. They enjoy hunting and perform vehicle maintenance themselves. Buy Americans are likely to have personal loans and bank close to work. 36 METRO MIX - This segment's population typically consists of young singles living in non- family households located in urban areas. They are primarily renters with below average median income and overall education levels who are likely to work in administrative support and service occupations. This segment is very likely to use a Laundromat and travel less than a mile to the grocery store. Palm Springs, CA - Phase 1 45 Mum Sons coy CFunns,Ls,Mmr- ccrR2002,In.USA, 2002,NaI.nol IAscarcn On—c,u^2002,Mun, rl.Remumn Inc,112002,G-grapnc Dam Tocir-i ly.Inc,1,LINE CommunityOr City of Palm Springs, CA 37 URBAN UP AND COMERS - This segment's population consists of singles who rent their homes and are likely to live alone. They live in urban areas, are highly educated, and work primarily in white-collar occupations. Urban Up and Comers are likely to bank by Internet, have a student loan, go jogging, and own a laptop PC. 38 RUSTIC HOMESTEADERS - These families live primarily in rural areas and are likely to be married couples with older children present. They are not likely to have an education beyond high school, and are employed in blue-collar occupations. Many Rustic Homesteaders go hunting and fishing, drive a pick-up truck, and own a separate freezer. 39 ON THEIR OWN - This segment's population typically consists of seniors, with some young adults also present. They live primarily in renter-occupied housing located in urban or suburban areas, and rank high in owning a hatchback automobile and frequenting convenience stores. This segment is also very likely to have a Roth IRA and watch prime-time television. 40 TRYING METRO TIMES - Young, single parents and seniors make up this segment. They live in urban and suburban areas and are typically renters. This segment's population is more likely than average to shop at convenience stores and use prepaid calling cards. They have made several furniture and appliance purchases in the last year. 41 CLOSE-KNIT FAMILIES - These families consist of young adults with children. They are typically renters living in urban areas. This segment tends to eat at fast-food restaurants and use non-traditional banking services. Close-Knit Families are likely to listen to contemporary hits radio and enjoy daytime television. 42 TRYING RURAL TIMES - This segment's population typically consists of young, rural households with children. Primarily homeowners with median income and education levels well below the national average, they are more likely to work in blue-collar occupations. Members of this segment are likely to be on a church board and travel 11 or more miles to a grocery store. 43 MANUFACTURING USA - This segment's population consists of very low-income households located in urban and suburban areas. They are likely to be young adults with children, or elderly. The elderly members of this segment are likely to use denture cleaners, have Social Security direct deposit, and be involved in church and civic groups. 44 HARD YEARS - This segment's population is likely to be young adults or seniors who live in urban or suburban areas. They have income and education levels well below the national average and reside in multi-family dwelling units. These individuals are active and enjoy athletic activities such as basketball and in-line skating. Hard Years are among the heaviest television and yellow page users. Palm Springs, CA - Phase 1 46 gnuS.ar Onntu.lnc..Kit awmn0,m 2002,1 rib JSA,Ingm'SUDS Mat tial Re—11,Ow'at,s y,p12S1`1a Ma.kl—a.tI1 Inc,a 2002,G—aala¢Oom l aU,n 9iy.lnc,.2002 CommunitylOr �>>r,` = City of Palm Springs, CA 45 STRUGGLING METRO MIX - This segment's population typically consists of younger singles who rent their homes in urban areas. They are less likely to have children, and rank in the top five segments of those who shop at convenience stores, use a Laundromat, and bank near their work. Struggling Metro Mix ranks high in listening to urban contemporary radio. 46 DIFFICULT TIMES - This segment's population consists of families with children. They are likely to be renters and work in the service sector or other blue-collar occupations. This segment is likely to make jewelry purchases and buy men and women's designer jeans. They also watch a great deal of daytime television and are likely to own a Sega Game System. 47 UNIVERSITY USA - This segment's population typically consists of young singles with very low incomes who live in non-family households and group quarters. They live primarily in urban areas and almost all are in college. They rank high in participating in such leisure activities as jogging, weightlifting, in-line skating, and hiking. University USAs are likely to have student loans and own a laptop computer. 48 URBAN SINGLES - This segment's population consists primarily of young adults and seniors who rent in urban or suburban areas. Most likely, they are single-occupant households residing in multi-unit structures. Urban singles are likely to enjoy traveling and dining out. They shop frequently at convenience stores and many or them own a video game system. 49 ANOMALIES - Some observations do not fit perfectly within an identified cluster. Forcing these 'outliers" would result in a loss of homogeneity; therefore, they have been assigned to this segment to eliminate them from consideration in a marketing plan. 50 UNCLASSIFIED - A small number of ZIP+4s are unclassified due to a lack of residential data; therefore, they have been included in this segment. These ZIP+4s are likely to be businesses or P.O. Boxes. Palm Springs, CA - Phase 1 47 Chia Sow cee Clanwe,luc.Minamson'^,m 2002,InW SA,Inc.,"2002,Nallonnl Researcli Bureau,@ 2002,MNlsnork Remarce Inc.4 202,Ga,u,plilc Dnln T,d1noII Inc,m 2002 10 Home Sweet Home Segment Concentration by Designated Market Area (DMA) c � . . . . . . . . . . . Penetration Index 0 0(None) 0 1to99 ® 00 to 99 -t ® 2 3 00 to 99 400 or more These households are typically married couples with few if any children living in the home. They have above average household incomes, own their homes and are primarily concentrated in the suburbs. Adults in the Home Sweet Home segment are more likely than average to be between 50 and 74 years of age. Children are present in about 37% of these households, which is just slightly above the national average. They rank in the top 13 in both median household and per capita income, and rank ninth in the percentage that receive retirement income. These households are more likely than average to contain two to four people. They are 67% more likely than average to live in the suburbs, ranking them eighth. They have an above average likelihood of having a college or graduate degree and they are 18% more likely than average to work in the white-collar employment sector. In particular, they are over 22% more likely than average to work in executive and managerial, as well as professional specialty positions. The property value of this segment is about 25% higher than the national average. They are more likely to be households with two or more workers and vehicles. This segment tends to have a great deal invested in their homes. They are likely to lease their most recent vehicle and have a home equity line of credit or a second mortgage. 2001 58 10—Home Sweet Home Segment Mainstream Families Group Demographic Data Age Income Mean Index Rank Mean Index Rank 0-4 Years 6.29 90 32 <$15,000 5.54 38 42 5-9 Years 6.56 92 32 $15,000-$25,000 7.00 56 39 10- 14 Years 6.70 93 33 $25,000-$35,000 8.59 72 39 15- 17 Years 3.99 97 29 $35,000-$50,000 14.60 92 35 18-20 Years 3.56 86 37 $50,000-$75,000 25.58 128 3 21Years 1.18 86 35 $75,000-$100,000 18.01 160 7 22-24 Years 3.55 92 37 $100,000-$150,000 13.75 166 11 25-29 Years 6.30 97 27 $150,000 + 6.92 122 12 30-34 Years 6.72 95 35 Average Income $76,427 123 11 35-39 Years 7.19 96 30 Median Income $63,941 141 11 40-44 Years 8.36 104 17 45-49 Years 8.10 110 13 50-54 Years 7.64 115 10 Race/Ethnicity 55-59 Years 5.79 117 7 Mean Index Rank 60-64 Years 4.69 114 9 White 92.06 115 11 65-69 Years 3.95 110 16 Black 3.57 30 40 70-74 Years 3.56 107 17 Native American 0.38 48 40 75-84 Years 4.49 99 26 Asian 2.47 89 22 85+Years 1.38 88 33 Pacific Islander 0.07 48 33 Average Age 38.16 104 17 Other 1.45 37 40 Median Age 38.82 106 14 Hispanic 4.74 53 35 Population Type Owner/Renter Mean Index Rank Mean Index Rank Family HHs 88.53 106 12 Owner Occupied 78.84 123 9 Non-family HHs 10.40 76 34 Renter Occupied 21.16 59 42 Group Quarters 1.07 40 43 Median Rent Paid $474 127 11 Property Value Units in Structure Mean Index Rank Mean Index Rank <$50,000 1.28 10 41 1 Unit(Attached) 6.13 117 18 $50,000-$100,000 18.21 62 36 1 Unit(Detached) 75.61 128 8 $100,000-$150,000 32.09 141 3 2 Units 3.93 81 29 $150,000-$200,000 20.10 163 6 3-9 Units 6.12 63 38 $200,000-$300,000 19.77 158 13 10-49 Units 4.72 55 33 $300,000-$400,000 5.46 111 16 50 + Units 0.81 19 34 $400,000-$500,000 1.72 73 21 Mobile Home 1.94 27 38 $500,000+ 1.37 39 25 Other Type of Unit 0.72 66 43 Median Property Value $147,530 125 15 Education Persons in Unit Mean Index Rank Mean Index Rank Some High School 13.93 56 35 1 Person 18.37 75 38 High School Graduate 29.43 98 26 2 Persons 34.35 107 14 Some College 22.20 118 8 3-4 Persons 36.87 114 12 Associate Degree 7.75 126 7 5-6 Persons 9.34 101 27 Bachelors Degree 17.67 135 16 7+ Persons 1.07 62 33 Post Graduate Degree 9.02 125 16 Average HH Size 2.72 103 17 2001 59 10-Home Sweet Home Segment Mainstream Families Group Lifestyle Data Home Sweet Home Members are more likely to... Leisure & Recreation Index 1. Shop at Wawa 164 2. Eat at Friendly's 149 3. Eat at Dunkin Donuts 139 4. Spend $100 or more on dry cleaning in six months 138 5. Own or lease a minivan 138 6. Eat at Boston Market 137 7. Own a stationary bike 136 8. Lease most recent vehicle 135 9. Purchase gasoline with a credit card 135 10. Belong to AAA 133 11. Play golf 132 12, Be a union member 131 13. Go snow skiing 129 14. Have taken a cruise in the last three years 129 15. Eat at Outback Steakhouse 129 Communications & Technology Index 1. Use Bell Atlantic Mobile as a wireless provider 162 2. Use the internet at home for investments 155 3. Have four or more working televisions connected to cable television 149 4. Use the internet to check bank or investment accounts 145 5. Use the internet to purchase travel 144 6. Have a local, long distance and wireless phone, online, and paging 140 7. Use AOL as an internet service provider 140 8. Have a wireless phone for work 138 9. Rate internet provider's overall service as neutral 137 10. Rate cable television provider's value for money spent as poor 135 Financial Services Index 1. Have fixed rate annuities 155 2. Have a second mortgage or personal loan 154 3. Have variable rate annuities 153 4. Have IRA invested in certificates of deposit 152 5. Have a home equity line of credit 152 6. Have homeowner or personal property insurance btwn $100K-$300K 150 7. Lease an automobile 145 8. Have mutual funds obtained by mail 145 9. Use discount brokerage services 145 10. Have made stock trades in the last six months 145 2001 60 10-Home Sweet Home Segment Mainstream Families Group Lifestyle Data Home Sweet Home Members are more likely to... Media Preferences Index 1. Listen to all news radio format 150 2. Read Golf Digest magazine 144 3. Listen to modern rock radio format 142 4. Listen to all sports radio format 140 5. Read Consumer Reports 137 6. Read Money magazine 133 7. Watch Bravo 132 8. Refer to yellow pages for garden/nursery 129 9. Watch Home& Garden TV 129 10. Read Martha Stewart Living magazine 128 11. Watch Food Network 128 12. Watch Spin City 128 13. Read Epicurean magazines 126 14. Refer to yellow pages for furniture 126 15. Watch E! 126 Home Furnishings & Improvements Index 1. Own a snow blower 164 2. Own a dehumidifier 149 3. Own a gas clothes dryer 145 4. Own a coffee grinder 139 5. Own a fireplace 139 6. Have purchased wall to wall carpeting in the last year 137 7. Own an Apple/Mac PC 134 8. Own a gas grill 132 9. Spend $100 or more on property/garden maintenance yearly 130 10. Own four or more televisions 130 Power Utilities Index 1. Have a programmable thermostat 167 2. Currently participate in home energy audits 159 3. Have three or more window or wall-mounted room air conditioners 145 4. Have timers for lights 142 5. Have an extended warranty or service contract for the heating system 141 6. Use oil as the primary heating system fuel 140 7. Currently have balanced billing 140 8. Have a fireplace with gas logs 134 9. Have a carbon monoxide detector 131 10. Have a natural gas water heater 130 2001 61 10-Home Sweet Home Segment Mainstream Families Group 11 Family Ties Segment Concentration by Designated Market Area (DMA) ` lr 'T n ''fY p 1 `,� 4",`C�'� -V� -'yi �� � � �� "R�, "7� �'`I �� I f-s:5 5i I � L� r� :"I F•� >� E�.��, rp R !� In J� �. r + �+' .,y'� Y 4 1 - 1" 1 ^I L I II Irgr rY IT -n4r� S�yri Penet aiin1111n►tx r 1,_r Ron In 1" 2DD to HI 'la These households are generally families with children, living in suburban areas in the west. Family Ties have an above average median income,have attended at least some college, and own single unit detached homes. These households are more likely than average to have children less than 17 years of age, and adults are typically between the ages of 40 and 49 years. They are nearly 40% more likely than average to have three to six people in the household, ranking them sixth among the segments in average household size. This segment lives primarily in family households, and 41% are more likely to have children (ranking them fifth). While their median household income is 39% above average, due to their large household size, their per capita income is just below average. Almost 70% of these households live in the suburbs (ranking them seventh). This segment ranks third in having attended some college, and fourth in having received an associate degree, but they score slightly below average in having a bachelor's degree. They rank in the top ten in administrative support and protective service occupations. They are the fourth most likely to live in a one unit detached structure and they are more likely than average to have two or more workers and vehicles in the household. This segment likes to get out and go boating, camping, bowling and in-line skating. They are heavily insured and they utilize direct deposit. They prefer the television to either radio or magazines. 2001 62 11 —Family Ties Segment Mainstream Families Group Demographic Data Age Income Mean Index Rank Mean Index Rank 0-4 Years 8.13 116 7 <$15,000 4.83 33 43 5-9 Years 8.32 116 6 $15,000-$25,000 6.28 50 42 10- 14 Years 8.11 113 7 $25,000-$35,000 8.18 68 40 15- 17 Years 4.82 117 7 $35,000-$50,000 15.38 97 31 18-20 Years 4.09 99 20 $50,000-$75,000 29.14 146 1 21Years 1.28 94 24 $75,000-$100,000 19.44 173 5 22-24 Years 3.85 100 20 $100,000-$150,000 12.37 149 13 25-29 Years 6.62 102 15 $150,000 + 4.38 77 19 30-34 Years 6.61 93 38 Average Income $71,301 115 13 35-39 Years 7.64 102 15 Median Income $63,152 139 12 40-44 Years 9.10 113 9 45-49 Years 8.24 112 9 50-54 Years 7.11 107 14 Race/Ethnicity 55-59 Years 4.85 97 23 Mean Index Rank 60-64 Years 3.52 85 37 White 90.79 113 18 65-69 Years 2.65 73 44 Black 4.37 36 35 70-74 Years 2.12 64 43 Native American 0.51 65 32 75-84 Years 2.33 52 43 Asian 1.84 66 28 85+Years 0.59 37 47 Pacific Islander 0.09 59 27 Average Age 33.53 91 42 Other 2.39 61 26 Median Age 33.53 92 39 Hispanic 7.09 79 20 Population Type Owner/Renter Mean Index Rank Mean Index Rank Family HHs 92.86 111 2 Owner Occupied 82.99 129 6 Non-family HHs 6.51 48 46 Renter Occupied 17.01 48 45 Group Quarters 0.62 23 49 Median Rent Paid $453 121 15 Property Value Units in Structure Mean Index Rank Mean Index Rank <$505000 1.74 14 39 1 Unit(Attached) 4.90 93 29 $50,000-$100,000 29.96 102 33 1 Unit(Detached) 83.99 142 4 $100,000-$150,000 37.95 167 1 2 Units 2.05 42 41 $150,000-$200,000 17.63 143 12 3-9 Units 3.00 31 42 $200,000-$3005000 10.39 83 25 10-49 Units 1.77 21 43 $300,000-$400,000 1.66 34 33 50 + Units 0.28 6 43 $400,000-$500,000 0.39 17 36 Mobile Home 3.47 48 30 $500,000+ 0.29 8 38 Other Type of Unit 0.53 49 47 Median Property Value $124,106 105 20 Education Persons in Unit Mean Index Rank Mean Index Rank Some High School 16.68 67 32 1 Person 11.83 48 48 High School Graduate 34.71 116 9 2 Persons 27.68 86 39 Some College 23.99 128 3 3-4 Persons 45.17 139 4 Associate Degree 8.16 132 4 5-6 Persons 13.63 148 6 Bachelors Degree 11.94 91 24 7+ Persons 1.69 98 16 Post Graduate Degree 4.52 63 32 Average HH Size 3.10 118 6 2001 63 11 -Family Ties Segment Mainstream Families Group Lifestyle Data Family Ties Members are more likely to... Leisure & Recreation Index 1. Shop at Wawa 157 2. Own a power boat 152 3. Own a bowling ball 146 4. Own a stair stepper 146 5. Own or lease a minivan 145 6. Eat at Chick-Fil-A 142 7. Eat at Jack-In-The-Box 141 8. Own rollerblades or in-line skates 140 9. Own or lease a Dodge truck, van or SUV 135 10. Purchase gasoline with a debit card 135 11. Eat at Olive Garden 135 12. Purchase a vehicle through dealer financing 134 13. Purchase an oil filter at K-Mart 134 14. Use coupons heavily 130 15. Go to the zoo 130 Communications & Technology Index 1. Use AT&T as a wireless service provider 162 2. Have a local, long distance and wireless phone, online, and paging 156 3. Pay an additional cost for call block response (wireline) 156 4. Have two or more wireless phones 147 5. Pay an additional cost for call waiting ID (wireline) 146 6. Rates local phone provider's ability to be easily reached as poor 142 7. Have four or more working televisions 140 8. Rate internet service provider's reliability as poor 139 9. Use the internet at home and work to transfer files and pictures 138 10. Use the internet to check bank and investment accounts 138 Financial Services Index 1. Have a second mortgage or personal loan 175 2. Have homeowner or personal property insurance btwn $100K-$300K 137 3. Have disability insurance 134 4. Have a personal loan for home improvements 134 5. Have an auto loan obtained directly through a financial institution 133 6. Have lost income insurance 131 7. Have dental insurance 130 8. Have stocks through employer 130 9. Have payroll direct deposit 125 10. Have a 401K plan 124 2001 64 11 - Family Ties Segment Mainstream Families Group 17 Stars and Stripes Segment Concentration by Designated Market Area (DMA) 41T; pr T.A. 7; �—F r7f_l F. L Dbe Ver. 7" ..... l. .... _j f?eFcilraliFn InIkK —3 1� ID um, INI IL iouto HIP 399 .908 Ouwre This segment is comprised of young families with children. They live primarily in urban and suburban areas, have slightly above average median household incomes and work in blue-collar occupations. Stars and Stripes are more likely than average to be under age 39. Children make up approximately one-third of the total household population of these households, and there are above average concentrations of children of all ages. They rank second in average household size and in having five or more persons in the household. This is an ethnically diverse segment with higher than average concentrations of Asian, Pacific Islander and Hispanic households. They have an average median household income, while their per capita income is 29%below average due to their large household size. They are 92% more likely than average to live in urban areas (primarily in the West) and are 13%more likely to be renters. They are more likely than average to have attended college, although less likely than average to have received a bachelors (or higher) degree. Stars and Stripes are more likely to work in blue-collar occupations; rank fourth in precision products and crafts and over 8% are in the aimed forces, ranking them third in this category. They are 91%more likely than average to live in single unit attached housing. Stars and Stripes like to eat at quick service hamburger restaurants. They frequent convenience stores and play video games. They tend to have checking account overdraft protection and use the telephone to transfer funds. 2001 86 17—Stars and Stripes Segment Mainstream Families Group Demographic Data Age _ _ Income Mean Index Rank Mean Index Rank 0-4 Years 9.82 141 3 < $15,000 9.48 66 36 5-9 Years 9.55 134 3 $15,000-$25,000 11.67 93 35 10- 14 Years 8.98 125 3 $25,000-$35,000 12.90 108 31 15- 17 Years 4.93 120 5 $35,000-$50,000 18.63 118 7 18-20 Years 4.91 118 8 $50,000-$75,000 24.44 123 5 21 Years 1.66 121 9 $75,000-$100,000 12.57 112 14 22-24 Years 4.57 119 6 $100,000-$150,000 7.48 90 16 25-29 Years 7.21 111 9 $150,000+ 2.82 50 26 30-34 Years 7.38 104 17 Average Income $57,608 93 18 35-39 Years 7.72 103 13 Median Income $47,835 105 15 40-44 Years 7.83 97 22 45-49 Years 6.61 90 36 50-54 Years 5.34 80 39 Race/Ethnicity 55-59 Years 3.65 74 44 Mean Index Rank 60-64 Years 2.84 69 46 White 65.75 82 43 65-69 Years 2.26 63 45 Black 9.48 79 17 70-74 Years 1.88 56 45 Native American 1.04 132 14 75-84 Years 2.20 49 45 Asian 8.28 298 5 85+Years 0.66 42 46 Pacific Islander 1.06 724 1 Average Age 30.79 84 46 Other 14.40 365 3 Median Age 29.08 80 45 Hispanic 30.52 340 3 Population Type Owner/Renter Mean Index Rank Mean Index Rank Family HHs 89.96 108 9 Owner Occupied 59.36 92 32 Non-family HHs 6.27 46 47 Renter Occupied 40.64 113 19 Group Quarters 3.77 140 11 Median Rent Paid $469 125 12 Property Value Units in Structure Mean Index Rank Mean Index Rank <$50,000 4.75 39 33 1 Unit(Attached) 10.04 191 6 $50,000-$100,000 30.08 102 31 1 Unit(Detached) 64.88 110 23 $100,000-$150,000 26.26 116 15 2 Units 3.39 70 32 $150,000-$200,000 17.73 143 11 3-9 Units 9.33 97 21 $200,000-$300,000 15.17 122 17 10-49 Units 5.63 66 26 $300,000-$400,000 4.06 83 23 50+ Units 1.63 38 28 $400,000-$500,000 1.23 53 24 Mobile Home 4.07 56 27 $500,000+ 0.71 20 32 Other Type of Unit 1.02 93 35 Median Property Value $128,877 109 18 Education Persons in Unit Mean Index Rank Mean Index Rank Some High School 28.88 117 21 1 Person 12.22 50 47 High School Graduate 29.16 97 27 2 Persons 23.21 72 48 Some College 22.92 122 6 3-4 Persons 39.66 122 8 Associate Degree 7.34 119 11 5-6 Persons 18.61 202 2 Bachelors Degree 8.50 65 37 7+ Persons 6.30 363 2 Post Graduate Degree 3.20 44 44 Average HH Size 3.48 132 2 2001 87 17-Stars and Stripes Segment Mainstream Families Group Lifestyle Data Stars and Stripes Members are more likely to... Leisure_& Recreation Index 1. Eat at Carl's Jr. 476 2. Visit Disneyland (CA) 469 3. Shop Arco AM/PM 445 4. Eat at Jack-In-The-Box 383 5. Shop at Circle K 191 6. Eat at Denny's 180 7. Purchase hot dogs at a convenience store 175 8. Visit SeaWorld Marine Parks 171 9. Purchase men's nightwear 162 10. Own or lease a Honda 161 11. Shop at 7-11 159 12. Own or lease a Nissan 157 13. Own a camp stove 146 14. Purchase oil filters at an auto parts store 137 15. Eat at Little Caesar's Pizza 137 Communications & Technology Index 1. Use AirTouch as a wireless service provider 219 2. Use the internet to check credit card balances 153 3. Have a DVD player 152 4. Not subscribe to cable or satellite TV because it is too expensive 149 5. Subscribe to Univision 147 6. Have switched long distance provider because of billing problems 146 7. Subscribe to caller ID blocking (wireline) 141 8. Have received collect calls in the last six months 139 9. Have a digital camera 136 10. Use home PC for banking, budgeting and taxes 132 Financial Services Index 1. Have a non-interest checking account with restricted teller use 143 2. Use the telephone to transfer funds 142 3. Be a member of an HMO/PPO 132 4. Have been offered internet bill paying 132 5. Have overdraft protection (personal checking) 123 6. Use home banking services 123 7. Have payroll direct deposit 123 8. Use personal finance management software 118 9. Use an ATM or debit card 116 10. Have a personal loan for home improvements 113 2001 88 17-Stars and Stripes Segment Mainstream Families Group Lifestyle Data Stars and Stripes Members are more likely to... Media Preferences Index 1. Listen to contemporary hits radio format 160 2. Read fitness magazines 154 3. Read Popular Mechanics magazine 145 4. Read The Cable Guide magazine 141 5. Read automotive magazines 137 6. Listen to golden oldies radio format 137 7. Rent videotapes six or more times a month 136 8. Watch When Animals Attack 132 9. Read Cosmopolitan 130 10. Read Car& Driver magazine 127 11. Refer to yellow pages in the last three months 127 12. Watch the Jenny Jones Show 126 13. Watch Cartoon Network 122 14. Watch Cops 121 15. Read National Enquirer magazine 120 Home Furnishings & Improvements Index 1. Own an electric steam cooker 149 2. Own a gas clothes dryer 141 3. Own an electric juicer 137 4. Own a video game system 126 5. Own an Apple/Mac PC 125 6. Purchase cartridge film 123 7. Own a video camera 119 8. Own a television with picture-in-picture 119 9. Own automotive tools 114 10. Have remodeled a bathroom in the last year 108 Power Utilities Index 1. Rate gas providers overall service as neutral 156 2. Currently participate in a fixed rate billing plan 151 3. Have a natural gas water heater 145 4. Purchase a payment protection plan 138 5. Use natural gas for the primary heating system fuel 133 6. Purchase an extended warranty 130 7. Currently have balanced billing 127 8. Purchase a wire warranty 122 9. Have a gas stove 121 10. Be very likely to purchase a programmable thermostat 121 2001 89 17-Stars and Stripes Segment Mainstream Families Group 20 Secure Adults Segment Concentration by Designated Market Area (DMA) r1 rm'r r f 'wk x y 1 � I:�'�e f I ' 1 -•yl � �h2�ti 1 �e. , 177, LJ !� 4 IYendnrtiwfndem .d}-yyv}F4kl� �IC~ L:._! II p 11 tl In 94 ,r t Older singles and couples with no children living in the suburbs typify this segment. They have median household incomes slightly below the national average. They are more likely to be homeowners, living in single unit detached or mobile homes. The Secure Adults segment ranks above the national average in every age range above 55 years. These households are 6% more likely than average to contain one person and 14% more likely to contain two people. They typically contain married couples or previously manned females and have a smaller than average household size. Their median household income is 7% below the national average, and their per capita income is 6% below average. Also, they rank fifth in percent receiving retirement income. This segment is primarily located in suburban areas, scoring 35% above average for urbanicity. They have typically graduated high school and many have attended some college. The percent working in white- and blue-collar occupations is very close to the national averages (58% and 42%,respectively). They have the third highest share of civilian veterans. They are 11% more likely than average to own single-family homes with 16% more likely than average to reside in a mobile home. This segment is more likely to be members of a fraternal order, civic, or veterans club. They prefer Oldsmobile and Buick automobiles and enjoy prime time television programming. They are likely to read mature market magazines. 2001 98 20—Secure Adults Segment Conservative Classics Group Demographic Data Age Income Mean Index Rank Mean Index Rank 0-4 Years 6.15 88 35 <$15,000 14.02 97 29 5-9 Years 6.41 90 36 $15,000-$25,000 14.22 113 29 10-14 Years 6.51 91 36 $25,000-$35,000 13.78 115 23 15-17 Years 3.75 91 31 $35,000-$50,000 17.84 113 15 18-20 Years 3.38 81 43 $50,000-$75,000 20.88 105 18 21 Years 1.10 80 42 $75,000-$100,000 10.07 90 21 22-24 Years 3.28 85 46 $100,000-$150,000 6.07 73 23 25-29 Years 5.80 89 42 $150,000+ 3.12 55 22 30-34 Years 6.62 93 37 Average Income $53,537 86 23 35-39 Years 6.91 93 35 Median Income $41,707 92 22 40-44 Years 7.53 94 28 45-49 Years 7.01 95 26 50-54 Years 6.53 98 19 Race/Ethnicity 55-59 Years 5.15 104 17 Mean Index Rank 60-64 Years 4.81 117 8 White 91.97 115 12 65-69 Years 4.87 135 5 Black 4.28 35 36 70-74 Years 4.88 146 6 Native American 0.60 77 27 75-84 Years 6.90 153 6 Asian 1.31 47 36 85+Years 2.41 153 8 Pacific Islander 0.07 46 34 Average Age 40.38 110 8 Other 1.76 45 33 Median Age 40.64 111 10 Hispanic 4.77 53 34 Population Type Owner/Renter Mean Index Rank Mean Index Rank Family HHs 83.55 100 30 Owner Occupied 71.18 111 19 Non-family HI-Is 14.24 104 20 Renter Occupied 28.82 80 32 Group Quarters 2.21 82 29 Median Rent Paid $338 90 29 Property Value Units in Structure Mean Index Rank Mean Index Rank <$50,000 11.60 95 21 1 Unit(Attached) 4.54 86 30 $50,000-$100,000 38.28 130 18 1 Unit(Detached) 65.47 111 22 $100,000-$150,000 26.23 116 16 2 Units 4.36 90 24 $150,000-$200,000 11.06 89 25 3-9 Units 7.98 83 29 $200,000-$300,000 8.43 68 27 10-49 Units 6.17 72 21 $300,000-$400,000 2.50 51 26 50 + Units 2.08 48 23 $400,000-$500,000 0.92 39 29 Mobile Home 8.39 116 15 $500,000+ 0.98 28 28 Other Type of Unit 1.00 91 37 Median Property Value $100,232 85 29 Education Persons in Unit Mean Index Rank Mean Index Rank Some High School 22.74 92 26 1 Person 26.04 106 20 High School Graduate 33.22 111 12 2 Persons 36.64 114 5 Some College 19.55 104 23 3-4 Persons 29.17 90 33 Associate Degree 6.32 103 20 5-6 Persons 7.21 78 37 Bachelors Degree 11.96 91 23 7+ Persons 0.93 54 37 Post Graduate Degree 6.22 86 24 Average HH Size 2.45 93 36 2001 99 20-Secure Adults Segment Conservative Classics Group Lifestyle Data Secure Adults Members are more likely to... Leisure & Recreation Index 1. Purchase denture cleaners 172 2. Contribute$50 or more to Public Broadcasting 169 3. Be a member of a civic club 168 4. Be a member of a fraternal order 163 5. Be a member of a veteran club 160 6. Own or lease a Buick 157 7. Play bingo 154 8. Eat at Friendly's 153 9. Have oil changed at a dealership 140 10. Go grocery shopping in the morning 137 11. Have taken a cruise in the last three years 133 12. Write an elected official 132 13. Own or lease an Oldsmobile 130 14. Drink meal replacement shakes 127 15. Go bird watching 126 Communications & Technology Index 1. Not subscribe to wireless service because they don't need it 160 2. Believe it unimportant to consolidate comm and energy services 149 3. Not subscribe to call waiting (wireline) 138 4. Rate cable television provider's value for money spent as very good 135 5. Have basic cable 130 6. Have one working television connected to cable television 128 7. Rate long distance provider's overall service as very good 123 8. Definitely not be interested in purchasing a new PC 122 9. Be not at all interested in digital cable 120 10. Rates phone provider's ability to be easily reached as very good 117 Financial Services Index 1. Have Social Security direct deposit 229 2. Have fixed rate annuities 189 3. Have annuity insurance 178 4. Own a certificate of deposit 164 5. Have government securities 158 6. Own money market funds 142 7. Have an asset/cash management investment account 135 8. Utilize trust/estate planning services 134 9. Use broker advice 133 10. Have purchased or sold stock in the last year 127 2001 100 20-Secure Adults Segment Conservative Classics Group Lifestyle Data Secure Adults Members are more likely to... Media Preferences Index 1. Read Modern Maturity magazine 218 2. Read mature market magazines 215 3. Watch TV Specials: Kennedy Center Honors 195 4. Watch Wheel of Fortune 183 5. Watch Jeopardy 170 6. Watch The Price Is Right 162 7. Watch NBC Meet the Press 156 8. Watch TV Specials: Hallmark Hall of Fame 156 9. Watch Diagnosis Murder 152 10. Watch Bravo 148 11. Watch 60 Minutes 148 12. Watch TV Specials: Miss America Pageant 148 13. Watch Touched by an Angel 145 14. Watch Everybody Loves Raymond 142 15. Read Reader's Digest 138 Home Furnishings & Improvements Index 1. Have purchased a recliner in the last year 157 2. Purchase cartridge film 147 3. Own an electric air cleaner 119 4. Own a hand vacuum cleaner 115 5. Own an electric grill 113 6. Own an electric juicer 112 7. Have purchased a washing machine in the last year 112 8. Use a professional exterminator 111 9. Have purchased roofing in the last year 107 10. Own a pressure cooker 107 Power Utilities Index 1. Rate electricity provider's overall service as very good 125 2. Be not at all likely to participate in time-of-use rates 123 3. Be not at all likely to participate in cash rebates 121 4. Be not at all likely to participate in a fixed rate billing plan 118 5. Be not at all likely to purchase a programmable thermostat 118 6. Use built-in room or baseboard heaters as primary heating system 117 7. Have an air cleaner 117 8. Have one window or wall-mounted room air conditioner 116 9. Have timers for lights 116 10. Be not at all interested in purchasing an outage alert system 116 2001 101 20-Secure Adults Segment Conservative Classics Group 23 Settled In Segment Concentration by Designated Market Area (DMA) 4 Y r f1 } 1 Yr 4 � r vk ysJ �i 7� fl /71 Y I ".`.t.{-I I^rS' [ -�-'may, r a I �1. `•�+r F �.. {i �,F t 4 � _1` ' t t� Iq l;`dt 11 alb 4 t � `�" penNratinn index j r 4 kl OilNune(, tt'+ f1�R . li.; _' 10 la y� j I � *}1P01e119P k�, `•,a-W' SPP 14 399 I ! — 00 or These are primarily households of older couples or singles, with no children. They live in suburban areas, have slightly below average median income and are likely to be retired. Settled hr adults are more likely than average to be 55 years of age or older and there is a high likelihood of being above age 70. They rank fourth in highest median age and second in having two persons in the household. They also rank 14% above average for having one-person households. Their household income is 9% below average, and their per capita income is 4% below. They rank second in the percentage of households that receive retirement income (53% above average). They are over 65% more likely than average to live in suburban areas, and are found in high concentrations around the Great Lakes Region and in the Midwest. They are 16% more likely to own their home and their property values are 18%below average. Their education levels are similar to the national average. They are slightly more likely to work in white-collar occupations and rank 10% above average in sales and protective service occupations. This segment is above average for living in detached single unit housing. They rank second in the share of civilian veterans. Settled In members like to stay active and enjoy doing things themselves, including minor home improvements and automobile oil changes. Their media choices are often home and garden oriented. 2001 110 23—Settled In Segment Mainstream Families Group Demographic Data Age Income Mean Index Rank Mean Index Rank 0-4 Years 5.18 74 39 <$15,000 13.17 91 31 5-9 Years 5.48 77 40 $155000-$25,000 14.54 115 26 10- 14 Years 5.63 78 40 $25,000-$35,000 14.35 120 15 15- 17 Years 3.27 80 39 $35,000-$50,000 18.63 118 6 18-20 Years 3.43 83 41 $50,000-$75,000 21.29 107 16 21 Years 1.08 79 43 $75,000-$100,000 9.76 87 22 22-24 Years 3.09 80 49 $100,000-$150,000 5.55 67 26 25-29 Years 5.56 86 44 $150,000 + 2.71 48 27 30-34 Years 6.46 91 40 Average Income $52,397 85 24 35-39 Years 6.46 87 41 Median Income $41,391 91 23 40-44 Years 7.20 90 37 45-49 Years 6.92 94 32 50-54 Years 6.68 101 18 Race/Ethnicity 55-59 Years 5.44 109 12 Mean Index Rank 60-64 Years 5.36 130 3 White 94.94 118 4 65-69 Years 5.62 156 2 Black 2.67 22 47 70-74 Years 5.69 171 4 Native American 0.44 56 35 75-84 Years 8.31 184 5 Asian 0.95 34 42 85+Years 3.15 200 5 Pacific Islander 0.04 24 48 Average Age 43.07 117 5 Other 0.96 24 47 Median Age 43.63 120 4 Hispanic 2.99 33 46 Population Type IOwner/Renter Mean Index Rank Mean Index Rank Family HHs 81.23 97 32 Owner Occupied 74.61 116 16 Non-family HHs 15.26 112 18 Renter Occupied 25.38 71 35 Group Quarters 3.51 130 13 Median Rent Paid $321 86 32 Property Value Units in Structure Mean Index Rank Mean Index Rank <$50,000 9.78 80 25 1 Unit(Attached) 5.19 99 26 $50,000-$100,000 43.48 147 7 1 Unit(Detached) 70.99 120 15 $100,000-$150,000 27.00 119 11 2 Units 5.05 104 17 $150,000-$200,000 9.82 79 28 3-9 Units 7.08 73 32 $200,000-$300,000 6.71 54 31 10-49 Units 4.43 52 35 $300,000-$400,000 1.83 37 30 50 +Units 0.99 23 31 $400,000-$500,000 0.66 28 32 Mobile Home 5.32 74 22 $500,000+ 0.72 21 31 Other Type of Unit 0.94 86 38 Median Property Value $96,533 82 30 Education Persons in Unit Mean Index Rank Mean Index Rank Some High School 21.73 88 29 1 Person 28.03 114 18 High School Graduate 33.68 112 11 2 Persons 38.21 119 2 Some College 19A9 104 24 3-4 Persons 27.09 83 38 Associate Degree 6.26 102 22 5-6 Persons 6.04 65 40 Bachelors Degree 12.30 94 22 7+ Persons 0.63 37 43 Post Graduate Degree 6.54 91 23 Average HH Size 2.34 89 37 2001 111 23-Settled In Segment Mainstream Families Group Lifestyle Data Settled In Members are more likely to... Leisure & Recreation Index 1. Eat at Bob Evan's 168 2. Own a stationary bike 137 3. Be a member of a fraternal order 136 4. Be a member of a veteran club 135 5. Own or lease a Buick 134 6. Eat at Cracker Barrel 133 7. Visit Disney World (FL) 132 8. Be a union member 131 9. Own or lease an Oldsmobile 131 10. Own golf clubs 131 11. Own an outboard motor boat 129 12. Purchase a women's blazer 125 13. Purchase a women's pants suit 125 14. Exercise two or more times a week 124 15. Shop at a flower shop 123 Communications & Technology Index 1. Use a local internet service provider 140 2. Not subscribe to wireless service because they are not interested 125 3. Rate cable provider's value for money spent as poor 123 4. Have basic cable 120 5. Be disinterested in obtaining account status information online 117 6. Rate local phone provider's bill clarity as very poor 116 7. Be unlikely to purchase wireless service in the next six months 155 8. Have four or more working televisions connected to cable television 113 9. Use the internet at home for phone calls 112 10. Rate phone service provider's value for money spent as very good 111 Financial Services Index 1. Own a certificate of deposit 146 2. Have a ROTH IRA 146 3. Have a personal loan for home improvements 137 4. Have homeowner or personal property insurance btwn $25K-$99K 127 5. Own investment real estate 127 6. Have annuity insurance 127 7. Own mutual funds 125 8. Own money market funds 123 9. Use broker advice 122 10. Use a savings and loan 121 2001 112 23-Settled In Segment Mainstream Families Group Lifestyle Data Settled In Members are more likely to... Media_Preferences Index 1. Watch The Travel Channel 153 2. Read Modern Maturity magazine 143 3. Watch TV Specials: Kennedy Center Honors 143 4. Read mature market magazines 140 5. Watch Everybody Loves Raymond 137 6. Read Golf Digest magazine 134 7. Watch NBC Meet the Press 132 8. Watch US Open Golf 132 9. Watch TV Specials: Miss America Pageant 131 10. Refer to yellow pages for garden/nursery 129 11. Watch TV Specials: Hallmark Hall of Fame 128 12. Refer to yellow pages for carpet cleaning 127 13. Watch Home & Garden TV 127 14. Watch Antiques Roadshow 127 15. Read Ladies' Home Journal 124 Home_Furnishings & Improvements Index 1. Own a dehumidifier 160 2. Own a snow blower 157 3. Have purchased bathroom/kitchen plumbing in the last year 133 4. Have purchased a recliner in the last year 133 5. Own a piano 127 6. Own a gas clothes dryer 123 7. Own a gas grill 123 8. Have remodeled a bathroom in the last year 122 9. Have central air conditioning 122 10. Purchase cartridge film 122 Power Utilities Index 1. Have a dehumidifier 136 2. Rate gas provider's overall service as good 127 3. Currently participate in home energy audits 124 4. Use natural gas for the primary heating system fuel 120 5. Have a natural gas grill 115 6. Currently have balanced billing 115 7. Have a humidifier 114 8. Be not at all likely to purchase a home security system 111 9. Currently participate in a load management program 109 10. Have timers for lights 108 2001 113 23-Settled In Segment Mainstream Families Group 30 Domestic Duos Segment Concentration by Designated Market Area (DMA) ,4 3 l Fe -4 T -2. 4 W FT: 14 -N— ,—i r I y,4 ti f T OD Dr more This segment is comprised primarily of seniors living in suburban areas. They live in one-unit attached and multi-unit housing units and are one to two person households. One-third of this segment receives retirement income. Domestic Duos adults rank first in all age ranges between 60 and 84 years and have the highest median age among the segments. Children are present in a very low percentage of these households (16%). They rank first in the concentration of two person households and are also well above average for one-person households. They are more than twice as likely as average to receive retirement income (ranking them first among the segments). Domestic Duos live primarily in suburban retirement destinations like parts of Florida and Arizona. This segment contains the largest share of civilian veterans and ranks first for the percentage of households with no workers (37%). Among those still working, they rank fourth in sales positions, and thirteenth in protective services. Homeowners make up the majority of this segment and their median property values are at the national average. These households are likely to travel domestically fifteen or more nights a year and to have taken a cruise in the last three years. They enjoy mature market magazines and special television programming. These households are very likely to have their social security directly deposited. 2001 138 30— Domestic Duos Segment Conservative Classics Group Demographic Data Age Income Mean Index Rank Mean Index Rank 0-4 Years 3.49 50 47 <$15,000 16.18 112 24 5-9 Years 3.68 52 46 $15,000-$25,000 17.23 137 15 10-14 Years 3.82 53 46 $25,000-$35,000 16.02 134 3 15- 17 Years 2.08 51 45 $35,000-$50,000 17.94 113 11 18-20 Years 2.31 56 48 $50,000-$75,000 17.30 87 32 21 Years 0.75 55 49 $75,000-$100,000 7.60 68 36 22-24 Years 2.10 54 50 $100,000-$150,000 4.70 57 32 25-29 Years 4.09 63 49 $150,000 + 3.02 53 24 30-34 Years 5.44 77 50 Average Income $48,931 79 28 35-39 Years 4.88 65 49 Median Income $35,474 78 29 40-44 Years 5.09 63 48 45-49 Years 4.80 65 47 _ 50-54 Years 4.85 73 42 Race/Ethnicity 55-59 Years 4.80 96 25 Mean Index Rank 60-64 Years 7.35 178 1 White 95.31 119 3 65-69 Years 10.81 300 1 Black 2.42 20 48 70-74 Years 11.17 335 1 Native American 040 50 38 75-84 Years 14.34 318 1 Asian 0.87 31 43 85+Years 4.14 263 4 Pacific Islander 0.04 26 46 Average Age 51.85 141 1 Other 0.97 25 45 Median Age 54.22 149 1 Hispanic 3.18 35 45 Population Type Owner/Renter Mean Index Rank Mean Index Rank Family HHs 76.58 92 38 Owner Occupied 74.95 117 15 Non-family HHs 19.73 145 14 Renter Occupied 25.05 70 36 Group Quarters 3.70 137 12 Median Rent Paid $365 98 23 Property Value Units in Structure Mean Index Rank Mean Index Rank <$50,000 6.55 53 31 1 Unit (Attached) 7.98 152 9 $50,000-$100,000 32.97 112 26 1 Unit(Detached) 45.78 78 36 $100,000-$150,000 28.61 126 7 2 Units 3.12 64 33 $150,000-$200,000 13.68 111 18 3-9 Units 8.97 93 23 $200,000-$300,000 11.09 89 24 10-49 Units 9.05 105 18 $300,000-$400,000 3.76 77 24 50 + Units 3.86 90 16 $400,000-$500,000 1.53 65 22 Mobile Home 20.07 277 3 $500,000+ 1.81 52 22 Other Type of Unit 1.17 107 26 Median Property Value $118,310 100 23 Education Persons in Unit Mean Index Rank Mean Index Rank Some High School 22.35 90 28 1 Person 32.59 133 10 High School Graduate 32.70 109 16 2 Persons 47.76 149 1 Some College 20.30 108 18 3-4 Persons 16.05 49 46 Associate Degree 5.38 87 34 5-6 Persons 3.21 35 46 Bachelors Degree 12.32 94 21 7+ Persons 0.39 22 47 Post Graduate Degree 6.94 96 21 Average HH Size 2.02 77 45 2001 139 30-Domestic Duos Segment Conservative Classics Group Lifestyle Data Domestic Duos Members are more likely to... Leisure & Recreation Index 1. Travel domestically 15 or more nights in a year 219 2. Be a member of a civic club 211 3. Be a member of a veteran club 211 4. Own or lease a Buick 188 5. Be a member of a fraternal order 187 6. Use denture cleaners 184 7. Use a professional exterminator 176 8. Eat at Shoney's 175 9. Write an elected official 163 10. Eat at Cracker Barrel 161 11. Go grocery shopping in the morning 157 12. Have carpets professionally cleaned 156 13. Contribute to Public Broadcasting 148 14. Have oil changed at a gas station 148 15. Have taken a cruise in the last three years 145 Communications & Technology Index 1. Rate cable provider's value for money spent as very good 157 2. Have basic cable 150 3. Rate long distance provider's value for money spent as very good 146 4. Not subscribe to wireless service because they don't need it 146 5. Use Sprint as the primary long distance provider 133 6. Have one working television connected to cable television 129 7. Be not at all interested in digital cable 128 8. Definitely not purchase a new PC 127 9. Be not interested in ordering other products/services online 126 10. Have enhanced basic cable 126 Financial Services Index 1. Have Social Security direct deposit 283 2. Have government securities 273 3. Have variable rate annuities 266 4. Have fixed rate annuities 222 5. Utilize trust/estate planning services 196 6. Have an asset/cash management investment account 195 7. Have corporate/municipal bonds 185 8. Have a unit investment trust 176 9. Have mutual funds obtained by phone 175 10. Own a certificate of deposit 169 2001 140 30-Domestic Duos Segment Conservative Classics Group Lifestyle Data Domestic Duos Members are more likely to... Media Preferences Index 1. Read Modern Maturity magazine 332 2. Read mature market magazines 322 3. Watch TV Specials: Kennedy Center Honors 240 4. Read Smithsonian magazine 236 5. Watch the Tony Awards 230 6. Read Golf for Women magazine 207 7. Watch NBC Meet the Press 191 8. Watch 60 Minutes 189 9. Read Southern Living magazine 188 10. Watch Diagnosis Murder 184 11. Watch Jeopardy 180 12. Watch CNBC 175 13. Listen to classical radio format 174 14. Watch Antiques Roadshow 171 15. Read Bon Appetite magazine 170 Home Furnishings & Improvements Index 1. Use a professional exterminator two or more times a year 188 2. Have purchased a recliner in the last year 176 3. Have purchased lawn/porch furniture in the last year 134 4. Own an electricjuicer 133 5. Own a hand vacuum cleaner 127 6. Have purchased roofing in the last year 124 7. Have central air conditioning 124 8. Purchase cartridge film 117 9. Own a sewing machine 117 10. Own an automatic dishwasher 114 Power Utilities Index 1. Currently participate in a load management program 339 2. Currently have voluntary time-of-use rates or time-of-day rates 264 3. Use a heat pump as the primary heating system 259 4. Have an extended warranty or service contract for the cooling system 250 5. Use a heat pump for cooling equipment 223 6. Use electric for the primary heating system fuel 199 7. Have point-of-use surge protection 177 8. Currently participate in home energy audits 160 9. Rate electric provider's overall service as very good 137 10. Be not at all likely to purchase a programmable thermostat 131 2001 141 30-Domestic Duos Segment Conservative Classics Group 39 On Their Own Segment Concentration by Designated Market Area (DMA) ` F 4 C' i � '1p q -T, �,1 --I� .kL fir �C� r l y! l= M1 " t F i 11 RJR—� �I L - 'r '"`•L f�� r I f rx I �y �4J.'S`1 f i II ,ZI 1 4 � Penalralflan Erdnr ""` � i - ' M1 tiF I r`;�fh r�°aP I` I� 6-, tl liNsnrl IL'— x , W, x I "SP4 tot11 n ra2 _~S 011 al[mare This segment is typically seniors with some young adults also present. They live primarily in renter occupied housing that is located in urban or suburban areas. These households contain one or two persons working in white-collar specialty and blue-collar service occupations. The On Their Own segment contains above average concentrations of adults age 21, and age 30 to 39, but is comprised primarily of those over age 60. Individuals in this segment are about 20% less likely than average to be married, and to live in family households. They are 74% more likely than average to have only one person in the household (ranking them fifth). The median household income is 33% below the national average, and the per capita income is 15% below. On Their Own households are found in non-rural locations, especially in warn weather areas such as Las Vegas, Arizona and Florida. Their educational attainment is relatively similar to that of the nation and they are more likely than average to have white-collar occupations,particularly in the technical and administrative support fields. This segment consists mostly of renters paying a median rent below the national norm. They are more than twice as likely to live in structures with three or more units and 11%reside in mobile homes. On Their Own ranks high in owning a hatchback automobile and frequenting convenience stores. They are also very likely to have a ROTH IRA and enjoy primetime television progranuning. 2001 174 39—On Their Own Segment Mainstream Singles Group Demographic Data Age Income Mean Index Rank Mean Index Rank 0-4 Years 4.40 63 43 <$15,000 22.25 154 11 5-9 Years 4.57 64 42 $15,000-$25,000 19.01 151 7 10- 14 Years 4.70 65 42 $25,000-$35,000 16.17 135 1 15- 17 Years 2.36 57 44 $35,000 -$50,000 17.00 107 19 18-20 Years 4.65 112 11 $50,000-$75,000 14.78 74 39 21 Years 1.68 123 8 $75,000-$100,000 586 52 40 22-24 Years 3.53 92 38 $100,000-$150,000 3.23 39 39 25-29 Years 5.12 79 48 $150,000+ 1.70 30 38 30-34 Years 7.46 105 15 Average Income $39,915 64 40 35-39 Years 7.54 101 18 Median Income $30,402 67 41 40-44 Years 6.84 85 43 45-49 Years 5.74 78 41 50-54 Years 5.22 79 40 Race/Ethnicity 55-59 Years 4.24 85 38 Mean Index Rank 60-64 Years 4.47 108 15 White 91.34 114 15 65-69 Years 5.60 155 3 Black 4.98 41 29 70-74 Years 6.53 196 2 Native American 0.56 71 29 75-84 Years 10.94 242 3 Asian 1.52 55 32 85 +Years 4.42 281 2 Pacific Islander 0.06 40 36 Average Age 44.89 122 3 Other 1.53 39 35 Median Age 45.20 124 3 Hispanic 4.46 50 36 Population Type Owner/Renter Mean Index Rank Mean Index Rank Family HHs 64.02 77 43 Owner Occupied 48.92 76 34 Non-family HI-Is 28.35 208 6 Renter Occupied 51.08 143 17 Group Quarters 7.64 284 8 Median Rent Paid $333 89 31 Property Value Units in Structure Mean Index Rank Mean Index Rank <$50,000 9.05 74 26 1 Unit (Attached) 5.39 103 23 $50,000 -$100,000 39.95 135 15 1 Unit(Detached) 32.02 54 40 $100,000 -$150,000 27.31 120 8 2 Units 5.63 116 14 $150,000-$200,000 10.94 89 26 3-9 Units 17.75 184 11 $200,000-$300,000 8.23 66 28 10-49 Units 17.69 206 10 $300,000-$400,000 2.47 50 27 50+ Units 8.92 208 8 $400,000-$500,000 0.95 41 28 Mobile Home 11.16 154 12 $500,000+ 1.11 32 27 Other Type of Unit 1.44 132 10 Median Property Value $101,837 86 28 Education Persons in Unit Mean Index Rank Mean Index Rank Some High School 23.90 97 25 1 Person 42.72 174 5 High School Graduate 30.51 102 21 2 Persons 36.27 113 6 Some College 20.10 107 21 3-4 Persons 17.24 53 45 Associate Degree 5.84 95 28 5-6 Persons 3.33 36 45 Bachelors Degree 12.78 97 20 7+ Persons 0.44 25 45 Post Graduate Degree 6.86 95 22 Average HH Size 1.94 74 46 2001 175 39-On Their Own Segment Mainstream Singles Group Lifestyle Data On Their Own Members are more likely to... Leisure & Recreation Index 1. Own or lease a three door hatchback automobile 154 2. Eat at Little Caesar's 153 3. Shop at Circle K 144 4. Eat at Friendly's 144 5. Order flowers by wire 142 6. Use a Laundromat 140 7. Travel domestically 15 or more nights in a year 133 8. Drink meal replacement shakes 129 9. Eat at Outback Steakhouse 129 10. Purchase women's t-shirts 128 11. Purchase hot dogs at a convenience store 128 12. Eat at Olive Garden 128 13. Own a stair stepper 128 14. Purchase women's gloves 127 15. Own or lease a Nissan 125 Communications & Technology Index 1. Have one working television connected to cable television 146 2. Not have digital cable 138 3. Rate cable provider's value for money spent as very good 135 4. Not be interested in viewing account status online 133 5. Use the internet at work for education 131 6. Rate cable provider's overall service as very good 127 7. Subscribe to Univision 125 8. Rate local phone provider's value for money spent as poor 123 9. Not subscribe to wireless service because they don't need it 123 10. Have switched local phone service provider once in the last year 121 Financial Services Index 1. Have a ROTH IRA 130 2. Have a student loan 125 3. Have fixed rate annuities 119 4. Use a nontraditional bank branch 114 5. Have any personal loan 113 6. Have a mutual fund obtained from a bank, S&L, or credit union 112 7. Have an interest checking account 110 8. Have Social Security direct deposit 110 9. Have a debit card with the VISA or MasterCard logo 108 10. Have a MasterCard 106 2001 176 39-On Their Own Segment Mainstream Singles Group Lifestyle Data On Their Own Members are more likely to... Media Preferences _ Index 1. Read health magazines 139 2. Watch TV Specials: Kennedy Center Honors 139 3. Read Prevention magazine 137 4. Read Rolling Stone magazine 137 5. Read fitness magazines 136 6. Watch CBS Evening News (Sunday) 134 7. Have referred to yellow pages four or more times in the last week 132 8. Watch Just Shoot Me 131 9. Read People magazine 130 10. Listen to classical radio format 130 11. Watch Dateline (Sunday) 129 12. Read Cooking Light magazine 128 13. Watch Cops 125 14. Watch Comedy Central 125 15. Listen to album oriented progressive rock radio format 123 Home Furnishings & Improvements Index 1. Have purchased kitchen/dining room furniture in the last year 127 2. Own an espresso/cappuccino maker 115 3. Own a receiver 113 4. Have purchased lawn/porch furniture in the last year 110 5. Own a pasta machine 110 6. Have remodeled a kitchen in the last year 108 7. Have purchased interior/exterior doors in the last year 107 8. Own a carpet steam cleaner 107 9. Own a coffee grinder 105 10. Use a professional exterminator 101 Power Utilities Index 1. Currently participate in a load management program 146 2. Use electric for the primary heating system fuel 144 3. Have one central air conditioner 126 4. Participate in a Pay-Go metering program 125 5. Be very likely to participate in a fixed rate billing plan 121 6. Have an electric water heater 119 7. Purchase whole-house surge protection 114 8. Purchase point-of-use surge protection 114 9. Currently participate in home energy audits 114 10. Purchase an outage alert system 111 2001 177 39-On Their Own Segment Mainstream Singles Group 40 Trying Metro Times Segment Concentration by Designated Market Area (DMA) r, •�I L p I L � I '3. �f e 1 I1 J L..I 1�7 Y 421111 95n l[ �'4rd rS'1 � 1C'�- 1 .�--.=,-..1 - �i ��� ...�re°rr� r'F•-y F`SL.F a 1 L'"1 L" F1` s4 lY� i •�It .� x,�'- \y_ �f PMr1[NIM'IGdCC =1—Jv.. ` I- ,u� . J44„'f t-�1 +01 { I Olkenrr �I r �, -1 1 IV `•:_:-I. 70D t[�393i 4I t� �ru:lh_'! UP of Fi Young, single parents and seniors make up this segment. They live in urban and suburban areas and are typically renters. They have well below average income and education levels and work in blue-collar occupations. Adults in this segment are typically found in the age ranges between 30 and 39 years of age or are 75 years and older. Children in this segment are most likely to be younger than 14 years of age. The Trying Metro Times segment is more likely than average to be single and living in non- family households. Children are present in 39% of the households, which is just below the national average. The median household income is 45%below average and the per capita income is also in this range. Trying Metro Times households are found in concentrations around 30% greater than average in both suburban and urban areas. Education beyond high school is not likely. Over 19%of these households contain no worker(ranking them ninth)while another 33% have one worker. The majority of this segment's workers are employed in blue-collar positions, particularly in the machine operators and laborers categories. They are more likely than average to rent and their median rent is 3 1% below average. This segment is likely to live in two unit housing structures and they have one of the lowest median property values. Trying Metro Times are more likely than average to shop at convenience food marts and use prepaid calling cards. They have made several home furniture and appliance purchases in the last year. 2001 178 40—Trying Metro Times Segment Mainstream Singles Group Demographic Data Age Income Mean Index Rank Mean Index Rank 0-4 Years 8.58 123 6 <$15,000 29.69 206 6 5-9 Years 8.30 116 7 $15,000-$25,000 20.52 163 2 10- 14 Years 8.09 113 8 $25,000-$35,000 15.53 129 5 15- 17 Years 4.32 105 24 $35,000-$50,000 15.56 98 30 18-20 Years 4.13 99 18 $50,000-$75,000 12.43 62 44 21 Years 1.41 103 16 $75,000-$100,000 3.95 35 46 22-24 Years 3.82 99 21 $100,000-$150,000 1.71 21 47 25-29 Years 6.23 96 36 $150,000 + 0.61 11 49 30-34 Years 7.63 108 12 Average Income $32,301 52 45 35-39 Years 7.81 105 12 Median Income $24,897 55 45 40-44 Years 7.40 92 33 45-49 Years 6.09 83 40 _ 50-54 Years 5.18 78 41 Race/Ethnicity 55-59 Years 3.86 78 40 Mean Index Rank 60-64Years 3.43 83 40 White 77,13 96 36 65-69 Years 3.22 89 35 Black 13.44 112 14 70 -74 Years 3.27 98 24 Native American 1.13 144 12 75-84 Years 5.13 114 17 Asian 1.59 57 30 85 +Years 2.10 134 11 Pacific Islander 0.09 61 25 Average Age 35.19 96 35 Other 6.61 168 8 Median Age 33.72 92 38 Hispanic 14.66 163 6 Population Type Owner/Renter Mean Index Rank Mean Index Rank Family HHs 80.45 96 33 Owner Occupied 48.79 76 35 Non-family HHs 16.94 124 17 Renter Occupied 51.21 143 16 Group Quarters 2.61 97 20 Median Rent Paid $257 69 43 Property Value Units in Structure Mean Index Rank Mean Index Rank <$50,000 39.14 319 4 1 Unit(Attached) 6.30 120 16 $50,000-$100,000 44.75 152 6 1 Unit(Detached) 50.42 85 35 $100,000-$150,000 11.22 49 44 2 Units 10.09 209 3 $150,000-$200,000 2.84 23 49 3-9 Units 15.24 158 14 $200,000-$300,000 1.50 12 48 10-49 Units 7.88 92 19 $300,000-$400,000 0.33 7 48 50+ Units 2.57 60 20 $400,000-$500,000 0.10 4 48 Mobile Home 6.21 86 21 $500,000+ 0.12 3 49 Other Type of Unit 1.30 118 19 Median Property Value $59,512 50 47 Education Persons in Unit Mean Index Rank Mean Index Rank Some High School 40.19 162 5 1 Person 30.93 126 15 High School Graduate 31.86 106 17 2 Persons 29.56 92 34 Some College 15.37 82 43 3-4 Persons 28.98 89 34 Associate Degree 4.56 74 44 5-6 Persons 8.67 94 30 Bachelors Degree 5.46 42 47 7+ Persons 1.86 107 15 Post Graduate Degree 2.57 36 47 Average HH Size 2.50 95 34 2001 179 40-Trying Metro Times Segment Mainstream Singles Group Lifestyle Data Trying Metro Times Members are more likely to... Leisure & Recreation Index 1. Eat at Sonic Drive-In 179 2. Shop at Stop-N-Go 147 3. Eat at Long John Silver 142 4. Eat at Hardee's 136 5. Use tooth/cold sore remedies 133 6. Use prepaid calling cards 128 7. Spend less than $60 a week on groceries 127 8. Use a Laundromat 125 9. Purchase hot dogs at a convenience store 125 10. Eat at Papa John's 124 11. Play softball 123 12. Shop for groceries four or more times a week 123 13. Eat at Arby's 122 14, Purchase casual watches 122 15. Drive less than 5,000 miles in a year Communications & Technology. Index 1. Rate cable provider's value for money spent as very good 167 2. Not subscribe to wireless service because it is too expensive 147 3. Be very likely to subscribe to call waiting (wireline) 144 4. Prefer to communicate with utility provider in person 141 5. Be very unlikely to purchase wireless service in the next six months 137 6. Have switched long distance provider for better services 133 7. Have made collect calls in the last six months 128 8. Rate local phone provider's ability to be easily reached as very poor 127 9. Have one working television connected to cable television 121 10. Use the local phone company as a long distance provider 120 Financial Services Index 1. Use a SMART card 113 2. Have homeowner or personal property insurance btwn $25K -$99K 105 3. Have an auto loan obtained through a dealership 103 4, Have a student loan 103 5. Have a non-interest checking account with restricted teller use 103 6. Have installment credit products 100 7. Have an automobile loan 100 8. Have any personal loan 100 9. Have a personal loan for home improvements 100 10. Have Social Security direct deposit 100 2001 180 40-Trying Metro Times Segment Mainstream Singles Group Lifestyle Data Trying Metro Times Members are more likely to... Media Preferences Index 1. Watch BET 170 2. Watch The Young and the Restless 163 3. Watch Sabrina the Teenage Witch 157 4. Watch the Jerry Springer Show 157 5. Watch One Life to Live 153 6. Watch Cartoon Network 150 7. Watch the Montel Williams Show 149 8. Watch Days of Our Lives 148 9. Read Ebony magazine 147 10. Watch The Price Is Right 147 11. Read Parents' Magazine 145 12, Watch Country Music TV 144 13. Watch Cops 142 14. Read parenthood magazines 141 15. Watch Court TV 141 Home Furnishings & Improvements Index 1. Have purchased living room furniture in the last year 142 2. Have purchased a vacuum cleaner in the last year 128 3. Have purchased a clothes dryer in the last year 124 4. Have purchased a washing machine in the last year 116 5. Have purchased kitchen/dining room furniture in the last year 108 6. Have purchased any television in the last year 106 7. Have purchased a recliner in the last year 106 8. Have purchased a coffee maker in the last year 106 9. Own a video game system 102 10. Have purchased bedroom furniture in the last year 101 Power Utilities Index 1. Have two window or wall-mounted room air conditioners 142 2. Currently participate in a fixed rate billing plan 141 3. Rate gas provider's overall service as neutral 138 4. Be very likely to purchase a payment protection plan 135 5. Use natural gas for the primary heating system fuel 130 6. Have a natural gas water heater 122 7. Use built-in room or baseboard heaters as primary heating system 120 8. Have a gas stave 118 9. Use financing for improvements 117 10. Be very likely to use balanced billing 114 2001 181 40-Trying Metro Times Segment Mainstream Singles Group GIV��� 4PlAl y. I7eserk_tl'of S�rings, 4//fonN4 City of Palm Springs L City Limits W.I W6iteloater River Site I _ . - ----- _- � Site 2 Site 3 PalrnU!S' rin s m -a Catkedra!City 2003 Population Palm Canyon Dr fi q tz"; ay, & By Block croup Tab juitz�C'ari Way. Farrel Ur ❑5,000 and Above L ❑3,000 to 5,000 - =+ ❑ 1,500 to 3,000 -� 3 1'/ I n9 ❑ 1,000 to Ir500 u �Em/Palm Cany�hon U'r'& _ - t y ter, rl l'e5- -. ❑ 1,000 and Below e5 Sunrise Way 3 I 1''• r 1eh -6 S - Shopping Centers GLA in thousands O moo+ �"• 500 to 1000 loom 0 DESER�CROSSING' O eebw 10 100 _77 r Miles 0® 74 zal � COmmunicyo Palm Springs, California N Population W�E ]6S15 Polo..Dr. D',111,1111,11-76H],-3 sp 33369' Prepared for the City of Palm Springs fm 17 33 3 6 -mrPm ert'@L,rvt cnLUP Nvw,;Lavm¢o mmnnr 1 Deseet:Mot-Sprirog's_ 9[N P gun .r,r�buar.,u sZ ' iIII OP City of Palm Springs ---ram City Limits M �11 Wldfevafer'Rives - Site I Site p = * Site 3 Palm C n on,Dr& ` — "rTah_wtzr aehedraifl�_my — -- _ Projected Change 1003-2008 y= q " Gamryon Wa fi& %Change By Block Group Tah�quitz-Canyon�Way,,�C r FarrellDr_ 1120%and Above ❑ IS%to 20% p — Ello%t.is% — E Palm, C' yondD`r 8, ❑ 5%to 10% -R-6 f l '— v II�� ❑ 0% sx c 'Sunrise Ways ❑Pop ulation Losz autd�'�- • �Ranchor,MlVage: [ Shopping Centers y �_ 11 GLA in thousands IdyllviHrLine Cove y O loan+ i saom l000 _ O lot to soa r DESERT_CROS$INGI O 6e1ow 100 Lam— � II _ram/c^-1 r —J ll� Miles L 3 _ I 74 -- 1i � a CDmmunity(D Palm Springs, California N Population Growth w+E I1515 Pnlnm Dr FmI UIT"I 1 76137 I 3(93331 B1 S f-81'3323696 Prepared for the City of Palm Springs eIul nI Pmmvm.rQLrmmma cmn 9/mmrbmlmrm cmrr J _ —De e�,r.,�tHo't-Spri ngs__ — e— 4f IpOM1N�P f l l City of T Palm Springs ] City Limits � Wliilelva/er lover Site I ..._.-._- ` Site 2 177 Site 3 IPaI`mlSpring I i _ I@adhedrallI@ify� i , - —_ Average Household Income Pa_I m C_ anyon U;r�& r TahFluylt�z Cad you LLM L & By Block Group Tafl�gtz�uCanyon Way FarreDr- - 7 I t _ — ®$ 00,000 and Above ❑;100,000tn;200,000 „ ❑ $50,000 to$100,000 ENF;aim Eanyon Ur,'& - �.I ❑ $25,000 to $50,000 f�qn;ise WByf�., P- - _ ❑ $25,000 and Below �1 ,n,. Y> .�^� -ate-i. Rancho)Ililiragel{— _,F / S Shopping Centers u GLA in thousands f 'I'd'yl�lwild-P.me'Cgvel Li.—_ s00 to l0oo 00 to 00 --" iDETWOSSINGI O MI.,100 I 0® s 74 . �C CommunixyfD Palm Springs, California N Average Income w�E ]65)S Yolmu D� Fm't IVm17 3 a]6N] S.81-33133686 Prepared for the City of Palm Springs f H(J i3_i6H6 nil o mr!)dm � http/hrn�Lua nmo cam� \ OF PALM T 9 178 L., 4 127 164 93 City of M.»_:.....».,..,......,�._. Palm Springs Ran dsburg .. fib Palm Springs s�I�City ' ❑ Riverside 95 County 58 _ I-,- In d prizona,.Yillage il City Limits 395 lL l 66 95 2003 Population - By Block Group Apple all'ey/ 1 18 ❑5,000 and Above 138 247 ❑3,000 to 5,000 173 ❑ 1,500 to 3,000 Big?Bear. Z'eh ❑ 1,000 to 1,500 ❑ 1,000 and Below 66 San Bernardino' 38 Yucca 'a_EEey 62 r Sunnyslope 62 1 e 91W iEl C-erritd L'``�I 243 r 74 Hemet Pal, 'S,pr-ings 'F' t ':BlyChe 371M ecca Tyemectila�� Mlles 86 0 II®5 76 111 B'o�reego7 prings 79 'Lake Sam Marcos - 78 67 86 -� brawley :t l• -i I &,9olrtville 95 San Uiegp� IcoherhaJen 75 gg �I- 94 - Somert,on Pacific Ocean; Mexico CommunitylD Riverside County, CA N Population w�E 2651 S,ulh P.1a,ie Drke Pon T,,fi,,Tnar 76137 IS ref 8173323681 Prepared for the City of Palm Springs fez 817332 3686 -nOrr,/M1 .emnn 1 02004,Rvnon,Fort worm,r 1-00&228 98ee,an Rooms Rnsemon 179 _ _ Illwl eN 127 164 93 City of Rands burg Palm Springs 68 Palm Springs Bullhead C-ity ❑ Riverside 95 County 58 Len wood 6lrizona,UiEEa e 395 g D City Limits I � 66 95 Projected Change 2003-2008 -- %Change By Block Group F6pple Valley IT 20%and Above 138 ., 18 _ ❑ Iax to 20x -173 247 ❑ lox to ❑ sxm 10%lox I Bib Bear'Lake ❑ oxen sx ❑Population Lass 66 - San Bernardino_ 38 62 Bloomington 62 91W r EI Ge'rrito 74 243 'Heme�'t, -' �iI ,f NMI _-Blyhhe 1 371 Me-cc T1e_mecula- Miles 86 0®5 76 Borrego-Sp'rings'. 79 Lake Save Mareos� 78 L 67 Bra le I San Diego � - F ol¢gille _ 95 - 75 gg 94 - ' �adsdehl— Mexico Pacific Ocean Coml unill Riverside County, CA N Population Growth w+E Fc"Snm6Ynlnna76 37 I'orl(1'89{Te2av I6139 S' 1d.817332.9686 Prepared or the City/ o Palm Springs j rdU 33>3686 f / �b - orin Is@fiurmn nhup/4nmm benvmmo,wmam 2004,BUMoq Fc4 Mill,TX 1-886-228-9866,All R,ghls Rosorvod srnuls aR J 178 9gFORNP r 127 164 93 City of dsbPalm Springs Ran uyg 68 Palm Springs �ullheaaTCity ® Riverside 95 County 58 ` L I enwood Arizona-_V,illa e CI Limit 395 g r C ty S _ 66 -1, 95 Average Household Income Apple Valley, — By Block Group _ 18 ®$200,000 and Above 138 - 247 ❑$100,000 to$200,000 173 ❑ $50,000 to$100,000 ❑ $25,000 to $50,000 ❑ $25,000 and Below 66 San Bernardino` 38 Yucea Y511ey 62 Sunnyslope 62 I 91W t p" AEI Genpito. 4 243 ' 74 , lift m.S'rings -I �� Bl@he � 371 Mecca y Temecula Miles 86 0 175 76 Z. 111 iB'orlr" Springs 79 San Mdarcos 1 _ 78 67 86 San Diego - 95 „interhaven 94 Gadsde`nl Pacific Ocean Mexico CommunitylD Riverside County, CA N Average Income W+E 3631 Soulh M.,,Zh Pan IP 817' �' fd 8/133132368137 91 819.332.3fi8fi Prepared for the City of Palm Springs jm mrlm cr-sCLrrsmrrcn corm e-»lisp YPo rvw 6raronen cmn 020K B¢Ho¢Fart Wotlh," 1-888228-MMAUR,hfs Reserved 4 v `M Spq �uYi,*�nMrinN... 1 �u NW \f'ti.. 9[r[oGN�P W4x.ymwb ��` City of �41M''e'4'd Palm Springs Palm Springs 2003 Population By County ❑ 100,000 and Above 4 ❑ 50,000 to '00,000 r ❑ 25,000 to 50,000 ❑ 10,000 to 25,000 ❑ 1,000 and Below Miles 0 50 100 I Pacific Ocean �low � CommunitylD California N Population W+IC 369 SmnM1 Pdm�iv Dr ire Fon❑'m rh,Teerse 76137 S ref.817..3323681 Prepared for the City of Palm Springs Jai 817 332 3686 -rnJm eramronra emn nGnp://mrmn.brsrmrm.cam ®2004,9rumq Fan Wvrli TX L 88.338.9866,NI Rl,I..R—d LJ rI OE PPtM1I�p�" 9[/laP��P City of Palm Springs Palm Springs I -` . .. •"`.•.•,•"� Projected Change 2003-20Ug 1 %Change By County I 020%and Above ❑ 15%to 20% ❑ 10%to I O SX aWY4' iiiYY..^'•u•'�41�$1"'11I�"�iYi" ❑ % 5% to SXto I �— ❑ Y. nrWYWIfYYYIY 11+'eYY'Nf ❑Population Loss . "^rY'II✓�Mfttv�717'W�NP"`N"vhVYA I "'YV'•".--"' ^IY`l1h•v'rv'°'VWi Mlles 0 50 100 I _J Pacific,Ocean; CommunitylD California N Population Growth W+E 3651 SnmAPolmns Drme Fu,l UW d.T, ,,56135 S Ir1.819..533.3681 Prepared for the City of Palm Springs f,8173313686 -unit nnamrrsC3u>mncn cmn �c r hl[p:/4vnnv 3vrlmrca com ' 02004&,ion FM Wont T%1.888-220.9866,All WKho Ro—d w Z � o PVAS _ 94popN�P Y _ City o4 Palm Springs � Palm Springs 1 I —"" Average Household Income By County $200,000 and Above '� ❑$100,000 to$200,000 _ ❑ $50,000 to$l 00,000 ❑ $zs,000 to $so,000 ❑ $25,000 and Below ry� Miles 0 50 100 ��7. l� Pacific Ocean o \ i t CommunitylD California N 2651 Average Income W+E Tmt T{Var 11 J. 1 ,Dnre l,T Texa lis 96139 S 1e1.819.332.3681 Prepared for the City of Palm Springs f r817 332 3686 -im[mnmasa�`,Guvonrn.com e nLttn:/Gvneelnnrm.e roru ©2004,&iaiag Fun W,1117X 1-088 22&M6,M fthr 8eurved Demographics II II Analysis Geography: Palm Springs, CA 15 - Minute Trade Area Date: 9/15/2004 Palm Population Profile Springs Riverside California 2008 Projection 47,065 1,887,348 38,241,365 2003 Estimate 44,339 1,674,105 35,526,692 2000 Census 42,807 1,545,387 33,871,648 1990 Census 40,310 1,170,413 29,760,021 Population Change ®Palm Springs 35% Q Rvers ide 30% - OCallfornia 25% ., .,.. , 20 0% 0% _ POPULATION GROWTH 1990,2000 POPULATION GROWTH 2O00-2008 Palm Households by Household Type (2003) Springs Riverside California Family Household 45.4% 72.8% 68.2% Nan-Family Household 54.6% 27.2% 31.8% Group Quarters Population by Type (2003) College Dormitories 0 3,310 127,177 Correctional Institutions 0 16,283 249,339 Military Quarters 0 2 59,082 Nursing Homes 282 4,514 121,108 Otter Institutions 0 1,206 44,626 Other Noninstitutional 417 9,118 221,144 Total Group Quarters Population 699 34,433 822,476 Marital Status Persons (2003) Single Male 19.7% 14.3% 13.3% Single Female 9.1% 11.0% 16.6% Married 45.7% 58.8% 55.2% Male Previously Married 91 5.4% 5.0% Female Previously Married 16.2% 10.4% 10.0% Population By Sex (2003 Est) Male 51.7% 49.7% 49.8% Female 48.3% 50.3% 50.2% Palm Springs , CA - Phase 1 92 nas Sant cats Clu,°as Inc..Li vista u&,0 2°021n,USA luc..1 dWL Nsitisl Peseuml,8,.—9 NO3.MCOmmotl,R,,vvi Inc,'2°°L,GeoympMo N.Ti,nnvai In,,'2002, Demographics Analysis Geography: Palm Springs, CA 15 - Minute Trade Area Date: 9/15/2004 Palm Population By Age (2003 Est) Springs Riverside California 0 to 4 years 2,198 131,650 2,619,914 5 to 9 years 2,111 138,308 2,671,238 10 to 14 years 2,139 146,615 2,753,969 15 to 17 years 1,137 82,078 1,537,280 18 to 20 years 1,015 70,774 1,447,209 21 to 24 years 1,693 90,307 2,005,305 25 to 34 years 4,301 204,452 5,158,262 35 to 44 years 5,753 250,942 5,581,078 45 to 49 years 3,080 114,878 2,537,389 50 to 54 years 3,085 91,695 2,216,340 55 to 59 years 2,932 73,898 1,771,438 60 to 64 years 2,962 61,646 1,312,731 65 to 74 years 5,617 110,603 1,957,281 75 to 84 years 4,466 80,088 1,379,388 85+ Years 1,845 26,171 527,867 Total Population By Age 44,339 1,674,105 35,526,692 Average Age 46.5 35.3 35.4 Population By Age (2003 Est) _ I®Palm Springs 15% -_..___________________________ ___ „ ______________ .________ _________ O Rverside 0 California x A 10% _____________________________ _ .__________________ ______ I ! of FZ r4 S Yi gi Eti aS + Palm Springs , CA Phase 1 93 Da,u Sourvm Gorws,Ino.M¢mvuloo^,m N041ma1I5A,Ino,e IdOL Nouanm Romnau Durwu,w!➢�L MPommmrk Pc�oomli Inc°-'IDOL Goo9mybc nau lodinalo9ry,Inc.4`Mat Demographics Analysis Geography: Palm Springs, CA 15 - Minute Trade Area Date: 9/15/2004 Palm Population 16+ By Occupation (2003) Springs Riverside California Administrative Support 2,724 98,720 2,390,370 Architecture 159 10,412 384,985 Arts 751 10,462 417,639 Building and Grounds Cleaning 1,373 29,086 558,352 Business Operations 296 10,752 360,677 Computer and Mathematics 106 8,186 458,571 Construction and Extraction 905 47,521 759,277 Education, Training, Library 963 37,599 866,264 Farming 45 12,368 252,626 Financial Specialists 323 10,753 366,408 Health Care 1,238 37,738 863,315 Installation 575 29,789 548,874 Legal 289 4,239 196,630 Life 77 3,770 167,030 Management 1,874 53,566 1,495,419 Production 445 50,915 1,135,333 Sales 2,665 80,768 1,766,040 Services 5,630 163,737 3,450,772 Total Population 16+ By Occupation 18,438 662,184 15,513,345 Population 16+ By Occupation (2003) 25 I n Palm Springs 0 Riverside 20% ____ ______________ __________________________________ ________ . _____ E:]California 15% ____--- 10% __ ________ ________- ___..____ _ ____ - ________ _ 5% -- __ __ _ -____-__ _- _ Q,11 Qm��¢`s `F�s r;P°p° F�c9 �cVT° 9 b°�° es�°S110 `Oa°l'OO, Sti a Q�° QaF Palm Springs , CA Phase 1 94 pnu S.,n-0mrul Inv,MmmmsonU,m�2002,1,,IUSA,Inc.+"2002,Nanml Hans-,Burn„u,w 202.Wlm-nt Rn-n Inc.,w2UU2,G.oOmpem Dom IDrnnomyry.Inn, 20U2 Demographics Analysis Geography: Palm Springs, CA 15 - Minute Trade Area Date: 9/15/2004 —� Palm Civilian Labor Force (2003) Springs Riverside California Unemployed 1,195 53,077 1,168,306 Employed 18,438 662,184 15,518,345 Total Civilian Labor Force 19,633 715,261 16,686,651 Unemployment Rate 6.1% 7.4°% 7.0% Population By Race (2003 Est) White 34,566 1,081,240 20,755,602 Black 1,703 107,445 2,336,569 American Indian 428 20,364 367,666 Asian 1,749 64,157 3,994,761 Pacific Islander 63 4,147 123,181 Other 4,473 322,463 6,184,447 Two Or More 1,357 74,289 1,714,466 Total Population By Race 44,339 1,674,105 35,526,692 'Hispanic Origin 10,829 623,818 11,858,805 Population By Race (2003 Est) 80% m Palm Spnngs 0 Riverside 70% ___ ______________________________________________________________ f�California 60% ___ ______________________________._____- — 50% ___ __________________________________________________________ 40% ___ __________________________________________________________ 30% ___ __________________________________________________________ 20% ___ _ _ _ ___ _ _ ______ fin __ ___ _ 0% __ w _ __ _ --I____ _ ___ ll� White Black American Indian Asian I Probe Islander Other Two Or flare Spanish/Hispanic/Latino A sell-designated classdoatmn for people whose origins are Imm Spam,the Spamsh-saccorg countries of Central or South America, the Caribbean,or those idennlying 11hunn es generally as Spanish, Spanish American, etc.Origin can be viewed as ancestry,nahonaley,or country of birth at the person or person's parents or ancestors prior to their arrival in the United Stales Palm Springs , CA - Phase 1 95 oom soumm emrnus.Inv.Mla ovmonu.a'2ua2.InmusA,M1,c.a'1WL Nnnm,oi Reseoren o,meaµ'"002.Mea®n,oir Remmco mq^um02,eoonm°nm oom ienuuem°,y.lnc."'maz Demographics Analysis Geography: Palm Springs, CA 15 - Minute Trade Area Date: 9/15/2004 Palm Population By Education Attained (2003) Springs Riverside California Less Than 9th Grade 7.21/o 10.5% 11.6% Some High School, No Diploma 11.4% 14.3% 11.8% High S:hool Graduate (includes Equivalency) 21.7% 24.6% 20.1% Some College, No Degree 27.2% 26.9% 22.9% Associate Degree 6.1% 6.9% 7.1% Bachelor's Degree 15.9% 10.8% 17.0% Master's Degree 6.2°/n 3.9% 6.0% Professional School Degree 3.3% 1.5% 2.3% Doctorate Degree 1.01/0 0.60/0 1.2% Palm Springs , CA - Phase 1 96 Dam Smnc+CIonno Ilo.M 'lono .x 2°°2,I in USA,Inc.. M.Nanonul Rsmumn hrc.,,°200],Mamo—,R—,. 11Inc,MR,Drogmpnic Dom T,I,ic,cn,Inc.¢20W Demographics Analysis Geography: Palm Springs, CA 15 - Minute Trade Area Date: 9/15/2004 Palm Household Profile Springs Riverside California 2008 Projection 22,742 599,061 12,744,157 2003 Estimate 21,361 541,929 11,978,934 2000 Census 20,516 506,218 11,502,870 1990 Census 18,669 402,067 10,331,206 Household Change 0 Palm Springs _ ers ide 25% _________________________ _____ _____.______ ____- _______ _ ORv�California 20% _________________________________________________ 15% -------—---_ ----------------------- ----- ------- ----- 10i -------- ------------------- 5% _----_-- -------------- -____ 0% HOUSEHOLD GROWTH 2000-2008 HOUSEHOLD GROWTH 1990-2000 Palm Households By Type (2003) S ryas Riverside California Single Male 20.8% 8.7% 10.5% Single Female 21.8% 11.7% 13.0% Married Couple 33.5% 56.1% 50.7% Other Family: Male Head of Household 3.6% 5.0% 5.1% Other Family: Female Head of Household 8.3% 11.7% 12.4% Non-Family: Male Head of Household 8.71/0 4.2% 4.8% Non-Family: Female Head of Household 3.3% 2.6% 3.5% Palm Springs , CA - Phase 1 97 nau Sonrt'm CinriW,Inc.Mcrw°muoq 11[°°L Ln,USA,Inc,N SIMD,NauonarRrs.,rar°nr aan,m 201 MncmmaM R—crcrr lnc,1c2W2,C ,pliIc paw rotlrrmwgry,Ino "'202, Demographics Analysis Geography: Palm Springs, CA 15 - Minute Trade Area Date: 9/15/2004 Palm Households By Income (2003 Est) Springs Riverside California Under $15,000 3,569 73,151 1,518,349 $15,000 to $24,999 3,279 65,958 1,245,524 $25,000 to $34,999 2,880 63,135 1,254,598 $35,000 to $49,999 3,396 86,037 1,756,524 $50,000 to $74,999 3,233 105,393 2,218,477 $75,000 to $99,999 1,906 64,348 1,449,866 $100,000 to $149,999 1,306 56,987 1,491,789 $150,000 to $219,999 859 19,648 724,837 $250,000 to $499,999 285 5,293 213,272 $500,000 + 128 1,924 105,698 Total Households By Income 21,361 541,929 11,978,934 Average Household Income $58,365 $61,251 $72,367 Per Capita Income $28,295 $20,077 $24,725 Households By Income (2003 Est.) 20% _--.. ---------------------------_-----.----_- --- ---------- ..----. -- I®Palm Springs 18% _____ _____ ____________________ ___ _______________________________ 0 Riverside 16% -- E:l California 14% -- ----- ------------ .. __ -_---- 12% -_ __ ___ _____ __ ___ 10% -- u_ M g% __ 0% WTI 141 ti Palm Springs , CA Phase 1 98 Dam 5ou¢m,Chlm;,Inc,M¢mmsonR,°'IDOl.I,IUSA,In[.n"2002,Nol...I R- chbur-1,I2aQL Moelnma,IRaman,Ine,n'NO2,Guu,uplu,N1,Tuel,nolo9iy.In, IUU2 Demographics Analysis Geography: Palm Springs, CA 15 - Minute Trade Area Date: 9/15/2004 Palm Housing Units By Year Built (2003) Springs Riverside California 1999 to 2003 1,370 60,464 719,367 1995 to 1993 535 43,179 540,485 1990 to 1994 1,312 77,490 844,167 1980 to 1989 7,443 174,753 2,094,210 1970 to 1979 10,601 118,473 2,498,932 1960 to 1969 5,720 68,195 2,043,311 1950 to 1959 3,249 47,036 1,892,361 1940 to 1949 928 15,668 938,669 Before 1939 819 15,569 1,151,401 Housing Units By Year Bulk (2003) 35% ' Palm Springs Riverside 25% _______- ____ _ California 20% ________________________ ____ __ llliim 15% ________________________ __ ___________ 10% _ __ 5% . k 1� Palm Housin g Units By Type (2003) Sorings Riverside California Single-Unit Detached 33.0% 61.2% 56.5% Single-Unit Attached 19.8% 7.2% 7.6% Multi-Units 2 2.1% 1.4% 2.6% Mulfi-Units 3 - 19 20.9% 9.3% 16.6% Multi-Onits 20 - 19 5.80/0 2.0% 5.0% Multi-Units 50+ 11.4% 4.7% 6.9% Mobile 6.81/0 13.1% 4.4% Other 0.21/0 1.1% 0.3% Palm Springs , CA - Phase 1 99 nnm SOLI cec Clerlm%InC MlOI OvmOn®,"2002.°il°USA,Inc,0 2002,Nnuunm Reseame enreoq w J002,MUS—Sn Rereem°Inc.©loot.6eo°rnpnm N.Tn.11lm1.,,,Inn,°ID0d Retail Trade Potential Analysis Geography: Palm Springs, CA Comparison Geography: 15 - Minute Trade Area Date: 9/15/2004 Category Totals Retail Ste 1 Retail Site 2 Retail Site 3 Food at Home $201,545,101 $219,464,745 $200,120,585 Food Away from Home $179,178,649 $198,770,059 $177,887,133 Alcoholic Beverages $64,775,210 $72,565,627 $64,384,675 Smoking Products & Supplies $22,670,687 $24,238,110 $22,492,847 Personal Care Products & Services $31,339,298 $34,655,766 $31,130,526 Day Care $11,741,581 $13,210,190 $11,638,199 Household Furnishings & Services $219,376,372 $249,940,289 $217,866,585 Housing Expenses $27,259,443 $30,282,741 $27,090,516 Apparel $146,100,445 $163,989,886 $144,763,926 Sports & Recreation $45,925,376 $52,078,009 $45,553,497 Miscellaneous $113,102,113 $127,593,278 $112,358,314 Education $37,334,414 $42,153,905 $37,049,203 Automotive $261,087,513 $292,386,032 $258,768,065 Health Care $118,016,377 $133,343,685 $117,732,660 TOTAL $1,479,452,584 $1,654,677,321 $1,468,841,729 Palm Springs , CA - Phase I 100 MesSo Ices.CIn,ILnsInc,Mmmmsion®,w 2004IeWSA.I Ise,'^im Nau000l Pas am'c"lam"sFl,'2004Wcfi,mcMRs—rcl,Inc,s2002,Gmgmpinc Gaw l aclmolagq,Inc.'1 c002, Retail Trade Potential Analysis Geography: Palm Springs, CA —o— ---- — — — — -- Cmparison Geography: 15 - Minute Trade Area Date: 9/15/2004 Food at Home Retail Site 1 Retail Site 2 Retail Site 3 Cereals & Cereal Products $11,089,318 $12,022,612 $11,004,3 00 Cereals $5,817,776 $6,336,538 $5,774,482 Rice $1,636,417 $1,798,811 $1,671,618 Pasta, Cornmeal, and Other $2,099,537 $2,277,600 $2,082,950 Flour $1,485,587 $1,609,663 $1,475,269 Bakery Products $21,619,799 $23,669,896 $21,469,542 Cookies $2,954,181 $3,229,913 $2,932,667 Crackers $1,619,270 $1,783,864 $1,608,322 Bread Products $17,046,348 $18,656,119 $16,928,554 Fish & Seafood $4,924,853 $5,384,907 $4,896,066 Canned Fish $780,145 $854,804 $776,061 Frozen Fish $1,081,523 $1,178,540 $1,073356 Fresh Fish $3,063,186 $3,351,563 $3,046,649 Meats & Poultry $38,286,899 $41,372,971 $38,013,840 Meats $25,476,584 $27,500,000 $25,289,516 Poultry $12,810316 $13,872,971 $12,724,324 Juices $6,641,804 $7,247,348 $6,601,410 Frozen Juices $895,964 $977,951 $890,330 Other Juices $5,745,840 $6,269,397 $5,711,080 Fruits & Vegetables $25,628,364 $28,009,920 $25,474,542 Fresh Fruits & Vegetables $19,192,166 $20,955,271 $19,077,732 Frozen Fruits & Vegetables $2,387,019 $2,617,642 $2370,001 Canned Fruits &Vegetables $2,959,715 $3,247,702 $2,942,577 Other Vegetables $1,089,464 $1,189,305 $1,084,232 Dairy Products $23,200,092 $25,253,727 $23,040,553 Eggs $2,502,836 $2,698,006 $2,489,469 Fresh Whole Milk All Types $6,127,721 $6,612,529 $600,472 Cream $664,389 $726,865 $660,031 Butter & Margarine $1,773,801 $1,939,424 $1,763,632 Cheese $6,008,342 $6,575,010 $5,964,502 Ice Cream Related Products $3,729,799 $4,084,580 $3,705,371 Other Dairy Products $2,393,204 $2,622312 $2,377,076 Sugar & Other Sweets $13,535,117 $14,826,491 $13,439,804 Candy & Chewing Gum $8,595,418 $9,452,551 $8,529,197 Jams, Jellies, and Preserves $2,614,600 $2,871,133 $2,593,550 Sugar & Artificial Sweeteners $2,325,098 $2,502,806 $2,312,056 Fats & Oils $1,988,523 $2,161,801 $1,977,064 Fats & Oil Products $998,508 $1,079,424 $993,413 Non-Dairy Cream $519,617 $569,986 $516,864 Peanut Butter $470,398 $512,391 $466,787 Non-Alcoholic Beverages $23,655,215 $25,658,664 $23,471,452 Coffee $4,491,304 $020,539 $4,467,817 Non-Carbonated Beverages $6,697,271 $7,28095 $6,651,150 Carbonated Beverages $11,061,897 $11,919,388 $10,958,649 Tea $1,404,743 $1,534,642 $1,393,836 Prepared Foods $30,975,118 $33,851,410 $30,731,991 Palm Springs , CA Phase I 101 PI I Source,CI-Im inv,Mm.a 1onu,s 2002,[,.USA,Inc, M,NaI R.mum,M,r ow.R 2002 Inc,12002,Gu ,111l pn,a Trnmolo9iy,luc,ti ID02 Retail Trade Potential Analysis Geography: Palm Springs, CA Comparison Geography: 15 - Minute Trade Area Date: 9/15/2004 Food at Home Retail Site 1 Retail Site 2 Retail Site 3 Canned/ Packaged Soup $2,605,457 $2,85018 $2,590,369 Frozen Meals $1,873,944 $2,056,338 $1,863,515 Frozen Prepared Food $3,932,324 $4,302,384 $3,897,275 Potato Chips & Other Snacks $4,653,475 $5,072,778 $4,609,431 Nuts $1,167,077 $1,291,085 $1,159,218 Salt& Other Seasonings $1,383,357 $1,508,564 $1,374,029 Sauces & Gravies $2,367,144 $2,586,530 $2,346,162 Prepared Salads $1,106,552 $1,226,639 $1,099,144 Baby Food $1,509,563 $1,612,264 $1,491,528 Condiments $4,879,477 $5,350,915 $4,846,872 Miscellaneous Prepared Food $5,496,747 $5,985,135 $5,454,448 Housekeeping Supplies $12,238,706 $13,420,658 $12,145,516 Soaps & Detergents $1,861,651 $2,015,610 $1,848,285 Other Laundry & Cleaning Products $1,423,909 $1,557,468 $1,413,820 Paper Towels & Napkins $4,043,508 $4,417,540 $4,019,903 Miscellaneous Housekeeping Products $4,909,639 $5,430,040 $4,863,509 Food Away From Home Retail Site 1 Retail Site 2 Retail Site 3 Lunch $41,936,613 $46,219,153 $41,604,077 Lunch Fast Food $24,504,799 $26,699,788 $24,286,932 Lunch Full Service $17,431,814 $19,519,365 $17,317,145 Dinner $66,345,852 $73,567,017 $65,868,754 Dinner Fast Food $23,348,969 $25,405,327 $23,141,920 Dinner Full Service $42,996,883 $43,161,690 $42,726,834 Breakfast & Brunch $12,265,502 $13,470,262 $12,184,842 Breakfast& Brunch Fast Food $5,603,568 $6,062,250 $5,564,556 Breakfast& Brunch Full Service $6,661,934 $7,408,012 $6,620,286 Other $58,630,684 $65,513,628 $58,229,462 Snacks & Non-Alcoholic Beverages $12,474,396 $13,653,807 $12,362,371 Catered Affairs $4,009,396 $4,506,713 $3,979,195 Food & Non-Alcoholic Beverages on Trips $42,146,892 $47,353,108 $41,887,896 Alcoholic Beverages _ Retail Site 1 _Retail Site 2 Retail Site 3_ Alcoholic Beverages at Home $28,712,395 $32,176,402 $28,550,336 Beer & Ale at Home $14,769,308 $16,167,773 $14,682,516 Whiskey at Home $2,480,757 $2,862,800 $2,466,293 Wine at Home $6,594,557 $7,505,591 $6,553,208 Other Alcoholic Beverages at Home $4,867,773 $5,640,238 $4,848,314 Alcoholic Beverages Away from Home $36,062,815 $40,389,226 $35,834,339 Beer & Ale Away from Now $12,387,237 $13,809,245 $12,300,646 Wine Away from Home $5,316,538 $5,966,191 $5,283,129 Other Alcoholic Beverages Away from Home $6,933,161 $7,767,292 $6,887,227 Alcohol at Restaurants & Etc. $11,425,878 $12,846,498 $11,363,337 Palm Springs , CA - Phase 1 102 Data Sources Cronus,Inv.Mica ovs jao,I SUN,Into USA Inc,1 2002,Natrona,Rercorcn amea,p 2002,Mud—ark R--i Inc,0202,GeogrcpIiic Dam Tenlnml,oq Inc. 2002 Retail Trade Potential Analysis Geography: Palm Springs, CA Comparison Geography: 15 - Minute Trade Area Date: 9/15/2004 Smoking Products & Supplies Retail Site 1 Retail Site 2 Retail Site 3 Cigarettes $20,352,325 $21,653,816 $20,182,933 Cigars, Pipes, and Other Tobacco Products $2,318,362 $2,584,294 $2,309,914 Personal Care Products & Services Retail Site 1 Retail Site 2 Retail Site 3 Services $12,941,145 $14,489,712 $12,868,885 Products $18,398,153 $20,166,055 $18,261,642 Hair Care Products $4,759,903 $5,138,040 $4,723,670 Non-Electric Articles for Hair $604,368 $654,063 $599,320 Oral Hygiene Products & Articles $2,210,650 $2,425,376 $2,195,166 Shaving Needs $1,158,932 $1,275,686 $1,149,492 Cosmetics, Perfume, and Bath $6,979,970 $7,697,261 $6,928,569 Deodorant& Feminine Hyegiene Products $2,302,818 $2,513,414 $2,286,157 Electric Personal Care Appliances $345,798 $373,822 $343,674 Wigs & Hairpieces $35,713 $38,393 $35,595 Day Care Retail Site 1 Retail Site 2 Retail Site 3 Babysitting & Child Care $2,178,536 $2,441,715 $2,158,819 Day Care, Nursery, and Pre-School $6,454,874 $7,223,497 $6,368,381 Eldercare $3,108,171 $3,544,978 $3,110,999 Household Furnishings & Services Retail Site 1 Retail Site 2 Retail Site 3 Household Services $21,552,505 $24,411,859 $21,422,137 Domestic Service $8,078,389 $9,192,678 $8,01 Gardening & Lawn Service $7,357,489 $8,361,471 $7,311,244 Miscellaneous Home Services $1,030,457 $1,180,176 $1,020,940 Ternite & Pest Control Services $715,721 $818,061 $709,857 Moving, Storage, and Frieght $4,370,450 $4,859,473 $4,344,754 Domestic Textiles $8,762,925 $9,917,844 $8,697,191 Bathroom Linens $1,925,015 $2,183,877 $1,910,140 Bedroom Linens $6,837,910 $7,733,966 $6,787,051 Window & Furniture Covers $11,784,211 $13,551,379 $11,693,364 Kitchen & Dining Room Linens $393,024 $445,731 $390,574 Other Linens $256,177 $295,643 $254,615 Curtains & Drapes $3,404,558 $3,905,318 $3,381,420 9ipcovers & Decorative Pillows $367,095 $421,217 $364,537 Sewing Materials $1,936,804 $2,209,220 $1,919,233 Window Coverings $904,611 $1,035,922 $898,049 Nan-Permanent Floor Coverings $1,578,801 $1,847,747 $1,568,648 Other Household Decorative Items $2,943,142 $3,390,580 $2,916,288 Bedroom Furniture $7,267,697 $8,312,921 $7,205,098 Mattress Springs $3,366,187 $3,823,617 $3,339,681 Other Bedroom Furniture $3,901,510 $4,489,304 $3,865,416 Living & Dining Room Furniture $12,486,174 $14,416,474 $12,398,675 Living Room Chairs $2,870,521 $3,307,989 $2,852,208 Palm Springs , CA Phase 1 103 Dom Sonmer LAIas,Inc,M,c,ovmona,'u 2002,Info USA,Inn,¢1R02,Naum,AI Rnonra,enrmu,P'2002,MnGmmaM Resnmm�In, 112UUI.Gea9mpinc Duu To San o,o9iy.In',T AL02 _ Retail Trade Potential I'I Analysis Geography: Palm Springs, CA Date: 9/15/2004 Comparison Geography: 15 - Minute Trade Area Household Furnishings & Services _ Retail Site 1 Retail Site 2 Retail Site 3 Living Room Tables $1,240,091 $1,426,161 $1,233,762 Sofas $5,522,685 $6,352,544 $5,480,659 Kitchen & Dining Room Furniture $2,852,877 $3,329,781 $2,832,048 Other Furniture $6,358,656 $7,308,192 $6,306,688 Infants Furniture $572,854 $653,289 $568,490 Patio, Porch, and Outdoor Furniture $921,184 $1,055,009 $913,473 Other Living & Famlly Room Furniture $2,766,242 $3,200,246 $2,743,887 Office Furniture & Equipment Home $820,612 $946,445 $813,041 Rental Office Furniture & Equipment Home $225,760 $239,390 $223,685 Infants Equipment $206,799 $227,911 $204,585 Lamps & Lighting Fixtures $612,181 $714,206 $608,430 Closet& Storage Items $233,024 $271,696 $231,097 Major Household Appliances $13,117,121 $14,861,813 $13,038,202 Purchase & Install Window AC $383,017 $419,743 $381,021 Purchase & Install Refrigerator Freezer $3,767,762 $4,244,724 $3,746,867 Purchase & Install Clothes Washer $1,705,277 $1,910,946 $1,697,633 Purchase & Install Clothes Dryer $1,186,826 $1,349,766 $1,176,746 Purchase & Install Slaves & Ovens $1,924,339 $2,214,179 $1,912,375 Purchase & Install Microwave Ovens $605,328 $680,830 $602,338 Purchase & Install Dishwashers $986,899 $1,136,497 $980,571 Repair of Household Appliances $1,401,501 $1,586,435 $1,393,322 Sewing Machines $184,404 $215,626 $183,450 Electric Floor Cleaning Equipment $971,767 $1,103,068 $963,875 Small Appliances & Housewares $23,895,231 $27,385,485 $23,753,363 Small Electric Kitchen Appliances $1,426,471 $1,603,744 $1,418,906 Portable Heating & Cooling Equipment $537,488 $601,712 $534,587 Plastic Dinnerware $772,115 $862,353 $767,428 China & Other Dinnerware $4,340,994 $4,969,174 $4,324,340 Flatware $1,737,069 $2,007,191 $1,733,270 Glassware $2,123,519 $2,414,743 $2,114,881 Serving Pieces $753,260 $873,733 $747,658 Non-Electric Cookware $4,023,595 $4,578,795 $3,990,906 Clocks $207,351 $239,209 $206,279 Smoke Alarm $36,958 $41,903 $36,636 Miscellaneous Household Items $7,936,412 $9,192,927 $7,878,471 Miscellaneous Household Equipment $17,905,221 $20,325,804 $17,779,124 Power Tools $2,146,936 $2,436,936 $2,129,622 Non-Power Hand Tools $1,022,159 $1,143,515 $1,013,729 Fresh Flowers & Potted Plants $6,833,779 $7,786,092 $6,784,381 Outdoor Equipment $376,730 $430,903 $374,782 Lawn & Garden Supplies $5,069,382 $5,699,361 $5,028,696 Rental & Repair of Lawn Mowing Equipment $313,768 $360,951 $312,558 Yard Machinery Power & Non-Power $2,142,466 $2,468,046 $2,135,356 Household Repairs $40,664,617 $46,898,676 $40,416,514 Wall to Wall Carpet $5,135,693 $6,036,923 $5,123,744 Heat, AC, Electric Labor & Materials $3,198,571 $3,694,120 $3,179,696 Palm Springs , CA - Phase 1 104 OoW Sea-Clon,nz Ino,Mlvaokionw,M 2002,InIUSA.In, Z004 Nale-I Pomoml,Datums.'^a02.McOlumcik Re sea¢I,Inc.d20OL G-Iripn¢Dons Toalmolopq.Inc,a 2002 Retail_ Trade Potential Analysis Geography: Palm Springs, CA Comparison Geography: 15 - Minute Trade Area Date: 9/15/2004 Household Furnishings & Services Retail Site 1 Retail Site 2 Retail Site 3 Plumbing & Water Heater Labor & Materials $2,164,440 $2,462,324 $2,155,132 Electrical Supplies & Heating & Cooling Equipment $172,107 $193,993 $171,193 Construction Materials $953,899 $1,078,951 $946,544 Hard Surface Floor Labor & Materials $774,098 $890,948 $769,905 Floor Repair & Replacement Materials $209,549 $238,082 $208,322 Patio, Masonry, and etc. Materials $48,411 $56,902 $48,133 Landscaping Materials $178,748 $203,985 $177,782 Remodeling & Maintenance Repair Materials $509,618 $581,308 $506,839 Paint& Wallpaper Supplies & Equipment $1,060,997 $1,194,070 $1,051,130 Paneling, Roofing, and Siding Materials $1,119,093 $1,293,278 $1,112,139 Plumbing Supplies & Equipment $349,841 $391,873 $346,735 Security System Management Fees $643,187 $732,990 $642,276 Miscellaneous Household Repairs $48,765 $55,224 $48,415 Miscellaneous Equipment & Hardware $9,137 $10,136 $9,076 Capital Improvements Material $4,570,763 $5,305,190 $4,533,631 Capital Improvements Labor $13,100,981 $15,121,550 $13,006,974 Roofing & Gutters Labor & Materials $4,699,365 $5,336,761 $4,667,473 Painting & Papering Labor & Materials $1,717,356 $2,020,066 $1,711,379 TV, Radio, and Sound Equipment $55,582,014 $62,549,842 $55,156,229 Comm Antenna or Cable TV $14,684,991 $16,385,671 $14,603,025 Color TVs Ain $8,857,840 $9,901,420 $8,787,339 VCRs &Video Disc Players $1,689,493 $1,837,734 $1,673,751 Radios $940,589 $1,053,694 $934,908 Sound Components & Component System $4,743,014 $5,397,151 $4,699,816 Record, Tape, CD, or Video Mail Order $841,365 $933,709 $834,392 Purchased CO or Tape not Club $3,783,853 $4,223,942 $3,750,171 Video Cassettes, Tapes, Discs $1,908,309 $2,130,097 $1,893,950 Computer Software Accessories Home Use $1,260,469 $1,438,173 $1,248,516 Computer Hardware Home Use $10,176,546 $11,675,048 $10,087,601 Repair Computer System Home Use $136,045 $157,209 $134,969 Calculator or Other Office Machine Home Use $203,685 $228,522 $201,447 Rental Video Cassette Tapes $2,477,950 $2,753,407 $2,460,284 Telephone Answering Devices $146,900 $164,293 $145,838 Telephone Accessories $1,033,926 $1,158,825 $1,027,493 Video Games Hardware & Software $1,259,160 $1,431,112 $1,242,529 Repair of TV, Radio, or Sound Equipment $1,354,854 $1 539,121 $1,347,477 Rental of Home Electronic Equipment $83,021 $90,713 $82,723 Housing Expenses Retail Site 1 Retail Site 2 Retail Site 3 Fuels & Utilities $4,170,285 $4,664,985 $4,145,072 Fuel Oil $2,261,361 $2,539,068 $2,248,698 Gas Bottled or Tank $1,642,223 $1,835,056 $1,632,294 Other Home Heating Fuels $266,697 $290,862 $264,081 Telephone Services $23,089,158 $25,617,756 $22,945,444 Telephone Service Excluding Mobile Phone $21,073,256 $23,308,191 $20,948,923 Telephone Service For Mobile Phone $2,015,901 $2,309,564 $1,996,521 Palm Springs , CA - Phase 1 105 Coo 5--Clanmv Inc,Mi"'--®,C 2UU2,In,oUSA,Inc,a+LWL NnerlaI Remmch Uueom,,'I+MIR Mmmmntl:R--I,In.12002,G-,,I..,Dom Tochnaloyiy.Inc,m NUd Retail Trade Potential Analysis Geography: Palm Springs, CA Comparison Geography: 15 - Minute Trade Area Date: 9/15/2004 Apparel Retail Site 1 Retail Site 2 Retail Site 3 Women's Apparel $42,412,360 $47,662,873 $42,004,511 Women's Coats & Jackets $4114,828 $2,392,790 $2,097,382 Women's Dresses $7,395,269 $8,318,518 $7,328,240 Women's Sport Coats & Tailored Jackets $1,109,345 $1,264,400 $1,099,487 Woman's Vests & Sweaters $2,649,483 $2,998,238 $2,626,798 Women's Shirts, Tops, and Blouses $6,437,137 $7,206,052 $6,377,274 Women's Skirts $1,511,653 $1,709,613 $1,497,286 Women's Pants $6,245,638 $6,990,592 $6,182,099 Women's Shorts & Shorts Sets $1,909,587 $2,135,682 $1,882,237 Women's Active Sportswear $1,263,491 $1,416,900 $1,249,925 Women's Seepwear $1,102,378 $1,237,343 $1,093,760 Women's Undergarments $2,625,524 $2,915,215 $2,599,752 Women's Hosiery $1,786,732 $1,982,260 $1,768,852 Women's Suits $3,603,436 $4,100,085 $3,574,732 Women's Accessories $1,387,351 $1,555,562 $1,374,419 Women's Uniforms & Costumes $1,270,509 $1,439,117 $1,252,258 Men's Apparel $27,193,058 $30,446,459 $26,929,967 Men's Suits $3,120,920 $3,556,271 $3,089,709 Men's Sport Coats & Tailor Jackets $1,377,204 $1,564,464 $1,364,966 Men's Coats & Jackets $2,072,354 $2,335,347 $2,054,509 Men's Underwear $1,083,627 $1,209,926 $1,078,372 Men's Hosiery $713,612 $794,224 $707,405 Men's Nightwear & Loungewear $268,830 $307,082 $267,325 Men's Accessories $1,002,943 $1,132,449 $993,705 Men's Sweaters & Vests $830,879 $956,400 $821,855 Men's Active Sportswear $850,914 $956,677 $841,365 Men's Shirts $6,171,086 $6,876,295 $6,111,936 Men's Pants $7,131,031 $7,899,973 $7,062,626 Men's Shorts & Shorts Sets $1,645,251 $1,825,634 $1,625,447 Men's Uniforms & Costumes $919,407 $1,031,717 $910,746 Girl's Apparel $9,279,009 $10,223,333 $9,164,602 Girl's Coats & Jackets $342,680 $382,428 $338,015 Girl's Dresses & Suits $1,289,286 $1,421,171 $1,275,329 Girl's Shirts, Blouses, and Sweaters $1,997,635 $2,209,538 $1,972,316 Girl's Skirts & Pants $2,259,214 $2,479,152 $2,232,773 Girl's Starts & %orts Sets $1,184,224 $1,295,751 $1,169,602 Girl's Active Sportswear $360,959 $400,820 $355,700 Girl's Underwear & 9eepwear $650,656 $712,784 $642,814 Girl's Hosiery $242,844 $263,781 $239,875 Girl's Accessories $156,333 $172,103 $154,476 Girl's Uniforms & Costumes $795,179 $885,811 $783,703 Boy's Apparel $7,544,958 $8,277,834 $7,442,792 Boy's Coats & Jackets $453,086 $501,286 $447,536 Boy's Sweaters $163,437 $182,743 $161,600 Boy's Shirts $1,790,400 $1,969,086 $1,764,188 Boy's Underwear $380,067 $411,238 $374,437 Palm Springs , CA - Phase 1 106 NI.S.wr-Q-',mr Inv.M`--lo-e"n>moL Info USA Inc,m'LWz Nauonm Roy Hmuq g'2002 Meammun A-0Inn^'+1002 Goo gropn¢oom T-lin0,,,,1ng m SON Retail Trade Potential Analysis Geography Palm Springs, CA i Comparison Geography: 15 - Minute Trade Area Date: 9/15/2004 j P Apparel Retail Site 1 Retail Site 2 Retail Site 3 Bay's Nighhvear ------- -- $126,647- - $143,901 $125,474 Boy's Hosiery $241,678 $262,412 $238,511 Boy's Accessories $107,154 $119,140 $105,991 Boy's Suits, Sport Coats, and Vests $249,920 $275,773 $246,565 Boy's Pants $2,382,334 $2,607,626 $2,352,345 Boy's Shorts & %orts Sets $917,637 $990,647 $903,155 Boy's Active Sportswear $336,339 $373,511 $331,429 Boy's Uniforms & Costumes $396,258 $440,471 $391,561 Infants' Apparel $3,966,421 $4,349,625 $3,929,155 Infants' Coats, Jackets, and Snowsuit $148,357 $167,372 $147,093 Infants' Rompers, Dresses, and Outerwear $1,298,813 $1,446,911 $1,287,768 Infants' Undergarments $1,869,660 $2,009,145 $1,849,899 Infants' Seeping Garments $269,172 $303,180 $266,877 Infants' Accessories $380,419 $423,018 $377,518 Footwear (Excl Infants') $15,550,450 $17,193,500 $15,386,747 Men's Footwear $5,237,300 $5,789,301 $5,186,733 Boy's Footwear $1,604,149 $1,744,457 $1,0320 Girl's Footwear $1,744,937 $1,901,850 $1,723,993 Women's Footwear $6,964,064 $7,757,893 $6,898300 Other Apparel Products & Services $40,154,190 $45,836,258 $39,911,155 Clothing Material & Pattern $2,797,986 $3,126,269 $2,778,794 Clothing Rental & Storage $2,557,351 $2,940,739 $2,503,874 Clothing Repair & Alteration $8,276,872 $9,276,345 $8,231,453 Shoe Repair & Other She Service $195,832 $219,868 $194,538 Coin Operated Laundry Service $2,194,404 $2,316,232 $2,197,657 Laundry & Dry Cleaning not Coin Operated $3,345,608 $3,784,555 $3,321,836 Watches $2,337,592 $2,661,269 $2,318,262 Jewelry $17,754,437 $20,707,750 $17,675,719 Watch & Jewelry Repair $694,109 $803,232 $689,021 Sports & Recreation Retail Site 1 Retail Site 2 Retail Site 3 Recreation $16,380,012 $18,642,723 $16,249,874 Social or Recreational Civic Club Membership $4,493,285 $5,157,476 $4,469,353 Fees [or Participant Sports $2,375,161 $2,694,664 $2,358,849 Admission to Sporting Events $2,512,380 $2,871,910 $2,488,027 Fees for Recreational Lessons $3,254,416 $3,703,490 $3,219,028 Music Instruments & Accessories $994,476 $1,125,545 $984,150 Rental & Repair Musical Instruments $96,026 $107,099 $94,757 Admission Fees for Entertainment $2,654,267 $2,982,539 $2,635,709 Sports Equipment $29,545,364 $33,435,286 $29,303,623 General Sports & Excercise Equipment $5,503,637 $6,258,331 $5,451,314 Bicycles $1,279,387 $1,425,230 $1,264,573 Camping Equipment $543,643 $605,155 $538,029 Hunting Fishing Equipment $788,989 $873,583 $781,506 Winter Sport Equipment $566,850 $652,930 $561,988 Water Sport Equipment $802,102 $930,718 $796,764 Patin Springs , CA - Phase 1 107 Da1n S.1.1-Cl-ln,1m.M¢,'ov6lonM,m NIIL 1,.USA Inc.R'M,NN11-1 R--1,0.,,-mi 2002,Moe.-.&I R-1 tl,hc,"'IDRL G-,,l,t Uom I rdmob9ry.lnc,m LIIIIt, Retail Trade Potential Analysis Geography: Palm Springs, CA Comparison Geography: 15 - Minute Trade Area — Date: 9/15/2004 Sports & Recreation Retail Site 1 Retail Site 2 Retail Site 3 Playground Equipment $785,824 $896,586 $779,452 Other Sports Equipment $1,679,254 $1,909,576 $1,663,801 Toys, Games, Hobbies, and Tricycles $17,595,677 $19,883,177 $17,466,196 Miscellaneous Retail Site 1 Retail Site 2 Retail Site 3 Photographic Equipment & Supplies $6,097,845 $6,929,409 $6,038,857 Film $2,054,528 $2,322,865 $2,035,384 Film Processing $2,230,473 $2,529,976 $2,208,851 Photographic Equipment $1,812,843 $2,076,568 $1,794,621 Pet Expenses $10,855,208 $12,138,762 $10,759,980 Pet Food $5,632,203 $6,221,579 $5,585,820 Pet Supplies & Medicine $722,884 $808,885 $716,877 Pet Services $153,114 $175,020 $151,489 Vetrinartan Services $4,347,006 $4,933,277 $4,305,794 Reading Materials $20,933,335 $23,705,466 $20,821,986 Books not Through Book Club $5,298,540 $6,026,347 $5,266,124 Books Through Book Club $1,003,196 $1,137,884 $997,220 Newspapers Single Copy & Subscriptions $6,466,355 $7,332,227 $6,435,825 Magazines Single Copy & Subscriptions $8,165,243 $9,209,008 $8,122,816 Travel $62,977,024 $71,403,983 $62,591,975 Airline Fares on Trips $28,449,844 $32,116,719 $28,296,115 Intercity Bus Fares on Trips $1,072,333 $1,205,921 $1,068,093 Local Transportation on Trips $3,892,796 $4,417,083 $3,874,753 Intercity Train Fares on Trips $398,191 $449,812 $396,091 Ship Fares on Trips $1,500,812 $1,703,222 $1,492,185 Travel Items & Luggage $1,910,022 $2,169,539 $1,898,897 Entertainment Expense on Trips $14,885,777 $16,942,210 $14,772,648 Lodging While on Trips $10,867,249 $12,394,178 $10,793,192 Education Retail Site 1 Retail Site 2 Retail Site 3 Room & Board $3,015,137 $3,421,344 $2,989,532 Board $2,796,626 $3,169,742 $2,772,355 Housing While Attending School $218,511 $251,602 $217,177 Tuition & School Supplies $34,319,277 $38,732,560 $34,059,671 College Tuition $20,170,327 $22,825,198 $20,030,702 Elementary & High School Tuition $6,196,700 $6,973,883 $6,149,801 Other School Tuition $1,543,805 $1,774,949 $1,531,718 School Books, Supplies, and Equipment for College $4,370,802 $4,887,910 $4,329,579 School Books, Supplies, and Equipment non College $2,037,644 $2,270,620 $2,017,871 Automotive Retail Site 1 Retail Site 2 Retail Site 3 Transportation $46,975,341 $51,288,026 $46,578,114 Towing Charges $265,167 $293,508 $264,078 Gasoline $46,267,334 $50,516,649 $45,878,071 Palm Springs , CA - Phase I 108 euLn Sourtos,Clntl,y,Inc,Min'oms 0,61 2002,Inl.USA,Inc,6 2002,NUUonol Ramn¢I,eummo,^'2002,MWlonm,N Fes n In,,n'NUL.Goo9mpmc Unw Tevlmolo9q.lnc^20W _ Retail__ Trade Potential Analysis Geography: Palm Springs, CA Comparison Geography: 15 - Minute Trade Area Date: 9/15/2004 Automotive Retail Site 1 Retail Site 2 Retail Site 3 Diesel Fuel — -- — — $442,841 $477,869 — — $435,964 New Automobiles, Trucks, and Vans $98,815,016 $111,853,128 $97,972,992 New Cars $36,652,533 $41,380,021 $36,382,353 New Car Lease $28,778,866 $32,490,810 $28,574,566 New Trucks & Vans $30,957,622 $35,242,910 $30,600,728 New Motorcycles $2,425,995 $2,739,386 $2,415,346 Used Vehicles $39,935,526 $44,277,831 $39,396,658 Used Cars $29,806,227 $32,754,887 $29,493,196 Used Trucks & Vans $7,677,163 $8,685,160 $7,455,618 Used Motorcycles $2,452,136 $2,837,734 $2,447,844 Boats $8,734,614 $10,184,064 $8,700,248 Rented Vehicles $5,959,125 $6,817,308 $5,907,306 Auto Rental $5,283,871 $6,023,935 $5,243,277 Vehicle Rentals non Auto $675,255 $793,373 $664,030 Automotive Maintenance, Repair and Other $60,667,891 $67,965,675 $60,212,747 Motor Oil $1,143,607 $1,269,718 $1,134,130 Vehicle Auao Equipment $434,833 $489,921 $429,798 Miscellaneous Auto Repair Svcs $2,801,445 $3,147,902 $2,781,662 Tire Repair & Other Repair Work $3,937,412 $4,387,539 $3,908,792 Minor Autot chile Parts &Accessories $5,404,991 $6,068,556 $5,361,715 Automobile Service Clubs $730,307 $824,783 $727,810 Add Coolant, Brake, and Transmission Fluid $310,806 $345,277 $308,157 Tires Purchased, Replaced, and Installed $6,786,233 $7,596,855 $6,733,676 Body Work, Painting, and Upholstry $2,988,627 $3,387,819 $2,968,023 Repair to Steering or Front End $1,828,749 $2,040,396 $1,817,922 Front End Alignment, Wheel Balance, Rotate $930,166 $1,053,438 $922,621 Repair to Engine Cooling System $Z044,872 $2,293,360 $2,026,996 Motor Tune Up $4,413,505 $4,947,452 $4,382,934 Lube, oil & Filter Change $5,633,969 $6,384,015 $5,640,803 Shock Absorber Replacement $496,027 $561,265 $493,249 Exhaust System Repair $1,416,203 $1,582,063 $1,405,018 Electrical System Repair $3,046,732 $3,404,866 $3,027,041 Motor Repair & Replacement $7,286,024 $8,108,014 $7,231,905 Brake Work $3,990,504 $4,500,970 $3,960,140 Clutch & Transmission Repair $4,502,304 $5,011,965 $4,465,259 Drive 9taft & Rear End Repair $490,576 $559,501 $485,099 Health Care Retail Site 1 Retail Site 2 Retail Site 3 Medical Services $54,815,012 $61,871,612 $54,556,313 Eye Care Services $3,693,580 $4,174,616 $3,680,531 Dental Services $20,532,581 $23,327,947 $20,424,623 Specialists Services $3,914,472 $4,423,137 $3,890,016 Physicians Services $14,980,072 $16,899,095 $14,897,334 Lab Tests & % Rays $2,713,993 $3,017,472 $2,702,541 Hospital Room $2,054,010 $2,347,989 $2,038,656 Hospital Service Otter than Room $3,648,689 $3,979,052 $3,617,846 Palm Springs , CA - Phase 1 109 Gala Son¢os Onn,ns,Inc,M,cmv,slon'A,02002,L„oUSA,Inc.,U LUU2,Mu..ul Fesee¢„B„mmn'^2002,Med,amatl,flnwnrtl,Inc,S202.Geo,,N,Dnm T,vlmo,ug,y,loc.T MI. Retail Trade Potential Analysis Geography: Palm SPrings, CA Comparison Geography: 15 - Minute Trade Area -- Date: 9/15/2004 Health Care Retail Site 1 Retail Site 2 Retail Site 3 Care in Nursing Home $2,535,573 $2,851,073 $2,566,039 Other Medical Care Services $742,037 $851,231 $738,726 Drugs $57,467,594 $65,031,620 $57,475,803 Non-Prescription Drugs $7,593,713 $8,378,433 $7,563,993 Vitamins & Vitamin Supplements $3,529,008 $3,931,630 $3,511,285 Prescription Drugs $46,344,873 $52,721,556 $46,400,525 Medical Supplies $5,733,772 $6,440,454 $5,700,544 Eyeglasses & Contact Lenses $3,454,730 $3,889,587 $3,428,198 Hearing Aids $641,426 $728,746 $642,603 Topicals & Dressings $1,279,142 $1,415,160 $1,271,337 Purchase or Rent Medical & Surgical Equip. $353,474 $406,960 $358,406 Palm Springs , CA - Phase I 110 DaLa 5.,—a Manua Inr..M-ova-.,m IOU I,ha.USA.Nc,a 2W2,Nouunm aaaenan Bur—,¢2002,MammmaA Feswmn Lm,mLUU2.G—Umppm Data immnom9g,Inv.-,NUL Jul 30 04 03: 29p David Glover 817-547-0105 p. 2 From Dena Lincoln At Erents Insurance Agency FaxIID To:Rita RIG, Cate:]l30/2C04 02 42 DIV Page 2 of 3 DATE MMQDM YI C TNEB RD! CERTIFICATE OF LIABILITY INSURANCE OPU-2ID D' 07 30 04 FRODJDER THIS CERTIFICATE IS ISSUED AS A MATTER OF INFORMATION ONLY AND CONFERS NO RIGHTS UPON THE CERTIFICATE The Brants Company HOLDER.THIS CERTIFICATE DOE9149TAMEND,EXTEND OR 1600 West Seventh Street ALTER THE COVERAGE AFFORDED BY THE POLICIES BELOW. Fort North TX 76102-2505 !T— Ehone:817-336-mo rax:817-336-8257 I INSURERS AFFORDING COVERAGE NAIC_G INSURED " "" ---- rm_Her.a Hartford Lloyd's Ins Co nls.'Ile Ha:tfoxd Insurance Company 22357 The BUXtOU Company '— - -- — Mr. David Glover " 2651 9. Polaris ;I Ie..EPD ` Yort Worth TX 76137 -------------- ---- ------- NSSER E COVERAGES - -,H JESVF M+SLIRA'M.EOc@DO30d HiaE BEE,ISEIJEGTOTH'IN_-UFECNaN:_UA -'!:FOR FE PCL4`FEvOD NCI:AT`D AN RE:41 BG1Ef:- IERM.OF.:JLJniN UF:iV'C]NTEPo:I DN U-HER COCUHEFfi lIT RESPECT Tr WHICH TMS CER➢FIR SPY EE SSU<✓OF W. EH::n Irk IJpURA>;E/-F:C`R1F.0=/IRE PnL biEE�EStiFIHE�H3NEI'u!�SIKJt"I N nl_il£iEFhIS ESLL':I4N�orID�CUC'rtl0t._::S'JL:M . JilE2 -v<t;--JF:E IIN^d SHU`rvn lN.r FRY'__'EEN 4E.UCEOF�FP,}FIF'rtL _ C4F�lWINT!OFT-- - -".—. LTR I45Ra TYPE OF INSURANCE POLICY NUMBE9 CATE(MNJgpM' GATE(NMIOBIYVI LIMRS GENERAI,LIABILRV 1—(Y;n;II'4=F.IN'7 111000000 _ 9Fn"n'*�E�fEL 7' . A X I X'71I�ObMERCW :-NER-L LIA3.R 46SBAML6593 07/13/04 07/13/OS I-cyll ESI=e>ar_.c�t I T 3130000 :AnId FLU- IJ OCCUR ' tPc E.P o /eny _ _ .T - .—....__—__ R•LELI: $SM/$1M _ i � �;='�=R,L.,;�-=F':�-= �26000ao rr GENL ACE:PErgrEuu:-AFPLIES PET i PA,II:T3_I:]I•T--:P.a; 42000000 P:a�rr f = J cr - Ben. 1M/2M AUTC#tOBIL-c LUS LITY O: I EJ I„C iP bl=-IO.T B x Ix1 A ;46ULCTU8499 04/15/09 ! 04/15/05 T lD0000a 1.LJ, AVN=(1.1W r y.aEC.IAEU AICnS _ I I 14FnA i0: I I r". i EiaU Lx lat♦UeyNci ALP;3 ' , d' ' I � __ I FFl:FEF'P�NA/LC GARAFBLIABILITY +:ePJ:.`- ,,.]'LFJ•II { r I M^-UT: .. —9 EMCe6YtA,1ORELLA UAeLRV I _— A X IFIFX 465BANL6563 07/13/09 i 07/13/05 _ 1,000,000 i DeulcneLE i � I 1` x ;Ne:E•u:a T10,000 WORI(ERS CONPENBATON AND ' -J'E EMPLOYERS'LIABILITY I E L — =FrgIETORrAFl�EW_YErULeE :MJv E'.I L+ ...•CEL MEMBER c caU_.E9v £L CIEEASE 1-EbPL;'._clr - �-I'..RO"'°IC•u5p=In01 �_ � c CC PJ)L L-JI 1 I a OTHER —�— I :EsCRIPTICH C£UPERUIUNS I LOC/SIONS I VLHFLES/EIttLC510M16 nppla]BY ENOORSEurENT!SPECIAL]ftDYISpN3 Nolder is named as addtional insured with regard to General Liability, Auto Liability and Umbrella. CERTIFICATE HOLDER CANCELLATION SHOULD ANY OF THE ABOVE OF.SCR13ED POLICIES EE CANXI-,ED BEFORE THE EXPIRATION City of palm Springs DATE THEREOF THE ISSUING INSURER TOLL ENGEAYONlo M.YL 30 DAYS WOcneF Community 6 Economic NOTICE TO RB CERTIFICATE HOLDER NAMED TO THE LEFT.BLT FAILURE TO DO 50 SHALL Development 'MP05E NO OBLIOANON OR LIABILITY OF ANY KIND UPON THE INSJRER,Re AGENTS CR Eo Box 2743 Palm Springs CA 92263 REPREEEMAT`/EG. AUTHORZE PRESENTATNE Ar— ACORD 25(2001108) 7 0 ACORD CORPORATION i M